SUCCESS STORIES

Targeting both Hispanic and military audiences with a limited budget meant we had to be very specific with timing and impact. The media choices were determined by efficiency as well as research on media usage habits specific to these audiences in Colorado Springs. This allowed us to be targeted and focused with our dollars.

The following outlines the research that helped direct our media strategies:

• Veterans
  • Heavy to very heavy newspaper usage (53.3%) - 25% more likely to be the heaviest user of newspaper
  • Split usage of radio (evenly heavy and light) - Slight skew towards lighter usage (61.3% moderate to very light user)
  • Heavy to very heavy usage of television (74.3%) - 27% more likely to be a very heavy user
  • Moderate to light user of out-of-home media (43.6%) - 7% more likely to be a moderate user
  • Moderate to very heavy user of internet media (60%) - 7% more likely to be a very heavy user of digital media
• Hispanic
  • Moderate to very light newspaper usage (77.6%) - 10% more likely to be the lightest user
  • Moderate to very light radio usage (66.4%) - Moderate to very light television usage (66.5%)
  • Moderate to very heavy user of out-of-home media (70.9%) - Moderate to very heavy user of internet media (63.4%)

The campaign was successful in generating awareness for the program and, more importantly, generating inquiries, enrollments, and completions. Through mid-April of 2017, there had been 577 prospects, 197 enrollees, and 175 completers, well-exceeding the 120 sign-up goal set at the beginning of the campaign.