"There’s power in simplicity. Stating a few important, yet powerful facts and benefits is sometimes all you need to connect with your audience and get your point across. Yet the way in which you state these benefits--in compelling ways that grab the attention of your target audiences and attach a unique sense of energy and excitement to the institution--is as important as the benefits themselves.
While many of those who make up Northern Virginia Community College’s (NOVA) target audiences are, in fact, drawn to the rational decision drivers and benefits that NOVA offers--things like affordability, convenient locations, flexibility, breadth of offerings, a top-notch online learning environment, and so on--the NOVA ible/able Campaign aims to reach beyond purely transactional benefits and into the student mindset by letting prospects know that NOVA is not only valuable to them, but that the experience is transcendent and success is well within their reach.
The campaign states: We make going to college achievable. We make going to college possible. We make going to college doable. And ultimately, at NOVA, we make college better.
Apparently, NOVA prospective students agree with the campaign. After the campaign was in market for 10 months, NOVA saw an improvement across all engagement metrics, notably a conversion increase of 28.9%, which they thought was … incredible."
From the Judges
Very smart campaign that addressed barriers to their target audience through excellent use of "connecting" words. Well thought-out and executed. The ads really stood out. Good job showing the diversity of your campus and showing solutions to potential barriers. Great job!
