The marketing team at Waubonsee Community College produced a Halloween-themed video to promote the idea that college at Waubonsee is not scary. We produced this video with the goals of increasing traffic to our website, encouraging requests for information, and ultimately boosting enrollment. Just on YouTube alone, the video garnered almost 40,000 views, with people watching 96% of the spot. Three inquiries are directly attributable to the campaign, and its landing page generated almost 300 visits.
From the Judges
This short enrollment video was fun and kept its audience in mind, and the ending made us laugh. It serves as an excellent model of leveraging a holiday into a call to action. The concept is transferable to fundraising (e.g., showing donors that giving is easy and not scary). It might be especially applicable to more complex gift types, like bequests and charitable remainder trusts. We’ll leave it to you to decide whether or not to use ghosts and the Grim Reaper to promote legacy planning.
