Situation
In late 2002, Ivy Tech State College’s Corporate and Community Services partnered with ACT (the college testing people) to offer comprehensive, computer-delivered training and testing at a very affordable cost. With more than 2,400 courses available for personal and professional growth, Ivy Tech was able to offer convenient and flexible learning opportunities for individuals and groups, a state-of-the-art facility with support staff, individualized and self-paced courseware designed to improve employees’ learning time, and a broader range and higher quality of training than small- and medium-sized companies can usually afford.

Problem
The CCS staff knew this could be an excellent opportunity to sign up new students and needed to get the word out about this important training opportunity.

Solution
MillerWhite developed an integrated campaign for two distinct audiences, businesses and individual consumers, with whimsical artwork that set the theme for a campaign that caught the attention of potential students.

For businesses, MillerWhite developed a radio spot, an outdoor campaign and a direct mail piece to local businesses. Creative for the billboard and direct mail featured a bulldog juxtaposed with a hot dog, and the radio began, “It’s a dog-eat-dog world...And unless your business is ready to scrap with the competition, you may not survive.” As another channel to reach the targeted audience, Ivy Tech partnered with the Greater Terre Haute Chamber of Commerce to host an event for the business community where the ACT Center was promoted.

For individual consumers, the same media of radio, outdoor and direct mail were used. Creative for the billboard and direct mail showed a bug-eyed guy staring into a fish bowl, and the radio began, “Fishin’ for ways to get more out of life? Don’t just float along. Learn something!” In addition, Ivy Tech marketed the offerings electronically to an existing eDatabase of past and potential students.

Result
With billboards in several prominent locations around the area and the radio spot running frequently on local stations, the campaign definitely was noticed, and had a positive effect. Joe Zinkovich, manager in the CCS department, reported that 14% more students enrolled than in the same period in 2002. He added that much of this increase could be attributed to the integrated campaign.