Increase enrollment, retention, and employer awareness for Capitol College (renamed Capitol Technology University). The heightened competition for tech-oriented high school students spurred Capitol to showcase its Under Grad program.

Capitol’s demographic target reflected behavioral targeting (math & science geeks) more than an age group. Under Grad targets included high school seniors in the DC-Baltimore area as well as current government employees looking to better their status in Doctorate and Master programs and returning military. The “Feed Your Geek” campaign, executed over a 5-year period, doubled applications received by Capitol on 10% of the budget of its bigger competition!

The media strategy included the two powerful print opportunities available in the Baltimore-Washington region – The Washington Post and the Wall Street Journal. This targeting of higher income and educated business/government professional readers including reach into several main and influencer targets simultaneously.

This print message built a foundation that allowed the radio to increase frequency, utilizing WTOP FM & WFED AM (Federal News Radio). We rounded out the campaign with NPR’s WAMU FM, sponsoring their two great “geek” oriented programs, “Tech Tuesday” and “Science Friday” extended reach to “geeks” of all ages.