Mount Wachusett Community College

The Client:

A public two-year institution serving 29 cities and towns in North Central Massachusetts, with a 269 acre main campus located in Gardner, MA, and satellite sites in Devens, Fitchburg, and Leominster.

The Challenge:

Rework MWCC's radio creative, purchase "core" radio stations, and utilize the MWCC radio purchase to leverage additional added value.

The Results:

MWCC's radio commercials were refocused by adding a thematic image and providing a sense of forward movement.  The radio buy was purchased in a way that maximized effectiveness, with negotiated added value components including online streaming commercials, a ten minute on-air interview, an on-air giveaway of an MWCC non-credit course, and online banner placement on radio station websites.