CHALLENGE
Broward Community College, the higher education institution of choice for most Broward County high school students, wanted to increase enrollment within two targets: 18-24 year olds and 25-45 year olds. The perception of the college was that it was a choice of last resort for the younger market, ad the older "learn-to-earn" student population was being drawn to more expensive private schools in the belief that paying a higher cost for college would result in a better education and greater job opportunity.

SOLUTION
Ambit facilitated several focus groups of each age group to learn decision motivators, test advertising concepts and document media habits. Based on firsthand interaction with the target audience, a campaign was created that spotlighted BCC students being successful as a result of their education. The media buy concentrated on cable television evening day parts where working prospective students of all ages could be expected to be viewing. Print advertising and direct mail was used to reach older students and parents. Internet, billboard and bus advertising created awareness in both markets.

RESULTS
Phone calls and requests for information to BCC's website spiked during days and times when the advertising ran, leading to a 12% increase in applications for admission.