One of the goals of GEAR UP is to increase students’ and families’ knowledge of postsecondary education options, preparation, and financing. Many prospective students and their families were largely unaware of how affordable college is in North Carolina compared to other states. This transmedia campaign was designed to increase awareness about college affordability, especially given the new NC Promise Tuition Plan and the UNC System fixed tuition program. Research found that streaming TV could play a role in reaching economically disadvantaged and rural communities effectively. VisionPoint and SpotX customized a strategy to help thousands of potential students understand affordable college opportunities.
The campaign performed extremely well across OTT and OLV:
- Delivered 7.4 million impressions
- Achieved an 81.9% video completion rate (VCR)
Overall since its inception, the integrated marketing strategy produced 47 million impressions and over 113,000 clicks across digital and traditional channels, including video, giving the system unprecedented visibility. A follow-up market study showed an 11 point increase in the percentage of parents who understand the value of the new affordable education programs and a 10% increase in parents’ likelihood to encourage kids to pursue in-state institutions.