The objective was to develop a comprehensive digital advertising strategy to promote the University of Hawai‘i Maui College (UHMC) and increase enrollment among both new and returning students. This initiative targeted specific audiences, including high school students, continuing students currently enrolled in UHMC classes, returning students who had “stepped out” of their education, working adults balancing education with careers, and underrepresented populations in higher education such as Native Hawaiians, Pacific Islanders, and economically disadvantaged individuals.

The campaign utilized a local video production team to create dynamic and engaging video content ranging from 15 to 30 seconds. This content served as the foundation for a synchronized display ad campaign, designed to deliver a cohesive and compelling message. Video ads were deployed across multiple devices and platforms to effectively reach and influence prospective students. A targeted referral advertising strategy was implemented to drive website traffic and increase enrollment inquiries, ensuring a seamless connection between audience engagement and action.

UHMC reported an 8% increase in enrollments compared to the previous year, demonstrating the campaign’s effectiveness. The initiative delivered over 3 million impressions to the target audience through video, display, and social media advertising, significantly expanding the college’s reach. Furthermore, the campaign generated more than 10,000 referrals to UHMC’s website and landing pages, driving substantial interest and enrollment inquiries. The efforts also contributed to notable growth in positive brand recognition and trust among key demographics, positioning UHMC as a leader in accessible higher education.