MCC Daily Tribune

Marketing, Web, and Social Media win Pinnacle Award

The Marketing, Web, and Social Media team won a 2022 Pinnacle Award from the American Marketing Association – Rochester Chapter at a ceremony on June 15th.   The MCC Summer Campaign won the Business-to-Consumer Integrated Marketing Campaign for a Not-for-Profit.

The Summer Campaign recruited students for summer sessions 2021 with a mix of direct marketing and digital advertising.  It was a targeted campaign that segmented prospects into three groups:  current students, traditional prospects, and adult prospects.

Digital ads ran on Facebook and Instagram as well as on MCC’s own social media channels.  A landing page was created on www.monroecc.edu with easy links to enroll in courses.  The campaign was bolstered with email marketing as well as direct mail.  Postcards were mailed to over 35,000 prospects.  In addition, a catalog listing all available courses was mailed as well.

In addition to recognizing the creative aspect of a campaign, the Pinnacle Award also evaluates campaign performance and effectiveness.  For MCC, the ultimate measure is enrollment.  Last year, according to data from Institutional Research, summer enrollment exceeded full-time equivalent or FTE expectations by 36.4 FTE. 

Congratulations to Debra Davis, director;  Sean Baker, manager, web services; Philip Osterling, graphic designer; Rosanne Rivers, marketing specialist; and Jaime Smith, digital content specialist.

Christine Casalinuovo-Adams
Enrollment Management
06/23/2022