Exemplary Practice/Overall Campaign

College of Central Florida

2012 Preview Night

Annual themed event to showcase career and educational opportunities available at the College of Central Florida.

• This year’s theme was music. • Students were encouraged to “Dance on

Over” and visit more than 40 departments highlighting their programs as well as career and advanced degree opportunities.

Marketing teamed up with admissions.

Randolph Bellamy, Admissions and School Relations Specialist

More than 650 attended, 44 percent increase over previous year.

2012 Preview Night Marketed to more than 2,000 local high school students, guidance counselors and parents

• Digital Billboards • Direct Mail Postcards to Homes • News Releases • Newspaper Ads • Online Advertising/Landing Page • Posters at Schools • Social Media Campaign

Attendees collected 10 music seals by visiting booths for a chance at

one of two $500 scholarships.

• “Rockin’ Workshops” • Dual Enrollment • Admissions • Financial Aid • Workforce and Certificate

Programs • Teacher Education

Opportunities • Advanced Degrees and

more…

OBJECTIVE

To appeal to and invoke the individuality of prospective students while showcasing college departments and programs. Music, illustrated as a theme, reflected diverse genres such as Hip Hop, Rock, Jazz and Rap.

STRATEGY

Present four diverse music genres visually to announce the open house event as an opportunity for prospective students to find their individuality expressed as a student at the College of Central Florida.

Recognizing that music is personal,

CF promoted education via tag lines.

Supporting Elements • Program • Surveys • Two $500 Scholarship

Drawings • Entertainment/Food • Giveaway Earbuds • Rockin’ Workshops

Evaluation Methods and Results • Brief Survey to

Attendees • 99 Percent Agreed

Information was Useful

• 75 Percent Gave Positive Reviews for Theme and Live Jazz

• 44 Percent Attendance Increase Over Previous Year

What’s Next? 2013 Preview Night Theme:

Game Shows