College de Montreal
Renewed open house combining virtual and presential
Challenge
For a second edition in the context of a pandemic, the Collège de Montréal sought to create an engaging open house that would take into account the health restrictions in effect, but also consider “virtual fatigue”. The Collège de Montréal therefore mandated CASACOM to accompany it in its 2021 admissions and open house campaign.
Strategy and Activities
Development of a campaign concept, Awakening their passion, transforming their future, which refers to the College's extensive offering.
Developed and executed a three-pronged digital strategy (admissions, awareness, and conversion) for the 2021 landing page, College social media, and AdWords
Creation of a variety of content for the website and social media (dynamic campaign video, video vignettes, video interviews, Director General's message video, podcast, photoshoot, visuals)
Optimization of existing content (update videos to reflect the current campaign, modification of the College's landing page and website to host the new content)
Support for open house webinars (standardization of presentations, filming and editing of webinars, set up a live ``Grand Finale`` event, with on-site videographer and insertion of graphics and video)
Creation and mailing of newsletters
Results
The campaign generated 1,290 admissions, and the content created garnered 2,645,552 total impressions.
40405
Clicks to the Admission or Open House pages.
1400
Registrations for the open house.
71
Newsletters' average open rate (%)
