Michigan College Access Network
College Decision Day
Goal: For College Decision Day 2017, Martin Waymire wanted to target students and get them more engaged in the celebration by using a Snapchat geofilter — the goal was to have the filter used by 200 people and keep the budget under $100.
Research:
Snapchat is the most popular social network among millennials with approximately 150 million daily users — roughly 35 percent of whom are between the ages of 12 and 24 years old. In an effort to reach this key audience, MCAN and Martin Waymire designed a Snapchat filter to celebrate College Decision Day in a pilot program in Kalamazoo. Kalamazoo was chosen because of the Kalamazoo Promise, a highly-publicized program that promises all high school graduates a full ride to college upon graduation from Kalamazoo Public High schools.
Action Plan & Communication:
Martin Waymire proudly worked with the Michigan College Access Network (MCAN) for several years. The non-profit’s mission is to ultimately increase the percentage of Michigan residents with degrees or postsecondary certificates to 60 percent by 2025, particularly among low-income, minority and first-generation college-going students.
For this campaign, Martin Waymire designed a custom on-demand Snapchat geofilter specifically for the main campus at Kalamazoo Valley Community College, where a College Decision Day event was taking place. The geofilter, seen below, featured the words ‘KZoo Decides’ with a graduation cap and tassel.
Evaluation:
- The geofilter was usedby 683 people, with an average cost of $0.10 per use.
- The geofilter was viewed by 13,311 people, with an average cost of less than $0.01 per view. Views refer to the number of times a user watched a snap with the “Kalamazoo Decides” geofilter in a story, or in a snap sent directly to them.
- The filter was delivered to more than 65 times the original goal while staying well within the budget at $78.57.
- MCAN plans to communicate through various traditional and social media channels to continue this momentum. Through an innovative earned media and digital strategy, they are one step closer to achieving their goal of 60 percent of Michigan residents with postsecondary credentials or certificate by the year 2025.
