Case Study

Southwestern College

Start Your Jaguar Journey

Type: Paid Media, Creative Design

Goal: Student Enrollment + Retention

Duration: 2 Months

Project Goals

Southwestern College (SWC), a cornerstone of higher education in South Bay San Diego, faced the challenge of increasing enrollment, particularly among international students and high schoolers seeking dual enrollment. Despite offering a diverse, high-quality educational pathway, many prospective students and key decision-makers, such as parents, remain unaware of the institution’s strong academic programs, modern facilities, and extensive student support services. cThru Media and their traditional media partner RobertStemler Media were tasked with enhancing SWC’s brand visibility and reinforcing its value proposition through strategic branding, targeted outreach, and compelling storytelling to compete with four-year universities and other educational options.

Strategy

A multifaceted strategic approach was implemented to effectively increase enrollment and brand awareness for Southwestern College. This process leveraged data-driven insights, targeted media placement, and compelling creative execution to reach prospective students and key decision-makers.

  1. Audience-Centric Targeting – Utilizing demographic and behavioral data, the campaign focused on reaching high school students, international prospects, and parents across South Bay San Diego, San Diego County, and Baja.

  2. Integrated Media Approach – A mix of digital advertising, earned media engagement, and traditional media channels ensured maximum reach and engagement. Google ads, social media ads, and strategic partnerships helped to amplify Southwestern College’s message.

  3. Compelling Storytelling – The campaign positioned Southwestern College as a premier educational choice by highlighting student success stories, career preparation programs, and the advantages of the Jaguar Journey experience.

  4. Engagement & Conversion Focus – Call-to-action strategies were designed to drive measurable outcomes, including more inquiry opportunities, campus tours, and enrollment applications.

  5. Brand Consistency & Community Connection – Messaging and visuals were aligned with Southwestern College’s strong brand identity, reinforcing its commitment to diversity, academic excellence, and student success.

The Jaguar Journey came to life through a visually striking and aspirational campaign that authentically represented Southwestern College’s vibrant student community and top-tier academic offerings. The creative execution featured:

  • Bold Jaguar Mascot Integration – The campaign seamlessly incorporated the Jaguar mascot across digital and traditional assets, symbolizing strength, ambition, and school spirit.

  • Immersive Visual Storytelling – High-impact imagery and dynamic design elements showcased Southwestern College’s state-of-the-art facilities, hands-on career technical education programs, and diverse student body.

  • Engaging Multimedia Content – Video storytelling, motion graphics, and interactive digital elements provided an engaging, modern aesthetic that resonated with prospective students.

  • Cohesive Branding Across Channels – From display ads to social media content, the campaign maintained a strong, unified brand presence that reinforced Southwestern College’s identity as an innovative and welcoming institution.

Marketing Channels

Search

Display

Social

Out of Home

Broadcast TV

Results

With over 2.9 million digital impressions and 54,372 total clicks, the campaign significantly amplified Southwestern College’s visibility, reinforcing its brand presence among key audiences.

  • High Engagement & Conversion Rates – The campaign drove 29,889 total conversions, including site searches, file downloads, and outbound clicks, showcasing strong user intent and interest in Southwestern College’s offerings.
  • Strong Search Performance – Search ads, particularly in English (44% CTR) and Spanish (29.6% CTR), have been highly effective, demonstrating that prospective students actively seek information about enrollment opportunities.
  • Remarketing Success – The remarketing campaigns have played a crucial role in re-engaging prospective students, with strong engagement rates and high conversion intent.
  • Social Media Reach & Awareness – Platforms such as Facebook, Instagram, Snapchat, and TikTok have contributed to expanded brand exposure, particularly among younger audiences. Snapchat and TikTok collectively delivered over 380,000 views, further strengthening awareness.
  • Cost-Efficiency & Budget Alignment – With a 67.39% completion toward the budget goal, the campaign is pacing to over-deliver while continuing to deliver strong engagement and conversions.

Traditional Media Campaign – Outdoor advertising spearheaded by RobertStemler Media’s strong media relationships and buys delivered an exceptional return on investment. Total investment was $80,000 and the total campaign value was $633K (nearly 8x ROI).

  • 5 transit shelters and 2 billboards delivered 27.6M+ impressions with $18K in added value.
  • Entravision partnership provided $535K in added value, including 2,902 bonus commercials and 12 prime-time news features.

The Jaguar Journey campaign successfully elevated Southwestern College’s brand awareness and engagement, driving significant interest in enrollment. As the campaign continues, optimization strategies will further enhance performance, ensuring Southwestern College remains a top choice for students seeking a dynamic and high-quality educational experience.

See how the numbers speak for themselves

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English Search CTR
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“New Mural in Chula Vista Is Showcase for Pride in Southwestern College” – Times of San Diego (February 2025)

“Third Avenue mural a sign of community partnership” – The Star News (February 2025)