Using Social Video Marketing to Encourage Enrollment

Since 1933, Orange Technical College has equipped students with the tools they need for success in a changing world. At its five technical college locations, students can learn industry skills and trades to start a healthy career upon graduating from OTC. Given the challenges of COVID-19, OTC’s fall 2020 registration needed to reassure applicants that the programs were safe, cost-effective and would lead to a promising career fresh after completion.

OTC needed a way to reach out to students looking for affordable schooling options, so it wanted to go where young people spend most of their time: social media. OTC reached out to our team to create targeted Instagram and Facebook campaigns with a video marketing component. The video had to catch a potential student’s attention while scrolling through their Instagram feed, and the post copy needed to direct them to a form or link to learn more about the variety of career certificate programs being promoted.

Throughout Appleton’s partnership with OTC, we’ve created an eye-catching and informative video to support the larger social media campaign. The video itself focused on four unique individual career certificate programs offered by OTC: construction, welding, HVAC/R and electrical services.

With the attention span of social media users being fleeting, we knew we had to make every second count to help OTC break through the noise and accomplish its campaign goals. We storyboarded an impactful visual flow and found the right video assets that could be cut together to showcase each of the four career certificate programs while also speaking to the overall brand of OTC. We paired the video with compelling post copy that helped reinforce the visual elements while giving more details about next steps interested viewers could take to learn more about fall 2020 registration.

With this new video asset and campaign online, OTC hopes it can change lives for the better through their practical, hands-on career certificate programs. Curious to see how effective video content can spread your brand’s messaging across social media? Our team can help! Appleton works with local, national and international clients to provide marketing strategies through print, web, social media and video production — all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your marketing goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.