At VisionPoint Marketing, we believe in the power of collaboration to drive impactful results. Our continued partnership with College of DuPage (COD) on the “We See You” campaign is a testament to that belief, and we are thrilled to announce that this campaign has earned a gold NCMPR Medallion Award in the category of Social Media or Online Marketing Campaign.
The Story Behind “We See You”
The “We See You” campaign is deeply rooted in COD’s commitment to understanding and supporting each individual in their community. College of DuPage is home to over 20,000 students, but they understand that each student’s journey is unique. From traditional high school students and first-generation college attendees to adult learners and members of the broader DuPage community, the campaign was designed to celebrate the individuality and potential of every person it reached.
At its core, the campaign used portrait photography of COD students, faculty, staff, and community members to visually express the college’s values. However, the photos were purposefully cropped and obscured by text, creating a gradual reveal of the individuals. This strategic approach, coupled with the powerful headline “We See You,” was meant to build emotional resonance and highlight the hidden potential of each person featured in the campaign.
A Multi-Audience Approach
The “We See You” campaign was crafted for a diverse set of audiences, including:
- Prospective students, such as traditional high school students, first-generation students, and LatinX students.
- Adult learners in the DuPage community.
- Key influencers, including guidance counselors and parents of prospective students.
- Current students.
COD’s aim was to make each of these audiences feel seen, heard, and understood—whether they were just beginning their educational journey or returning to pursue new opportunities. The campaign message was clear: COD is a place where you are recognized as an individual, and your unique path is valued.
Strategic Planning and Collaboration
The campaign’s success is the result of in-depth research, thoughtful planning, and close collaboration between College of DuPage and VisionPoint Marketing. Together, we conducted comprehensive stakeholder interviews, competitor analysis, and enrollment reviews to shape the campaign’s direction. By testing creative concepts with student stakeholders and gaining buy-in from the internal COD team, we ensured the campaign resonated with key audiences and reflected COD’s mission.
The VisionPoint creative team played an instrumental role in developing the campaign’s copy, visual assets, and video storyboards, all of which were used to deliver a cohesive message across multiple channels.
Results That Speak Volumes
From July 1 2023, to June 2024, the “We See You” campaign achieved impressive results across a variety of platforms including Google Search, Facebook & Instagram, TikTok, YouTube, and Programmatic Display. These platforms contributed to more than 25 million impressions and thousands of qualified conversions, with a conversion rate over 300% higher than the industry benchmark.
Not only was ad performance beating industry benchmarks, but the campaign saw significant increases in key performance indicators, including a 155% increase in conversions and a 131% boost in conversion rate over the previous year.
We are proud to have been part of such a meaningful campaign that not only resonated with the community but also drove tangible results in terms of awareness, engagement, and enrollment. Congratulations to College of DuPage on this well-deserved recognition!
