In late December, January and February each year, people around the world are thinking about the future, setting goals (or making resolutions) and taking new actions. This is why gym memberships soar when the new year arrives. In behavioral science, this is called the fresh start effect.

To capitalize on this psychological effect, schools should run campaigns in from late December to February with creative themes based on ideas like “New Year, New You” or “Make This Year YOUR Year”. We call this a “Fresh Start Campaign.”

By creating messaging in line with the fresh start effect that is unique and matches your institution’s brand tone and voice, you can reach students right when they are thinking about how to better their future and turn their aspirations into reality. This is one of the ideal times to run digital campaigns for your school alongside other campaigns such as those you run all year long (evergreen campaigns).

How A Fresh Start Campaign Helps You Recruit

• » It matches human psychology by capitalizing on the fresh start effect, encouraging prospects’ innate desire to dream and set goals.
• » It presents your course/program/school as the ideal way for prospects’ to make their career goals a reality.
• » It supports your other campaigns with timely and relevant messaging.
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• Phase 1: Build Your Audience
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• In Phase 1 of a Fresh Start Campaign, we work to build a digital audience with messaging around the theme of DISCOVERY. The aim is to help prospects discover your program (or the right program for them if you’re promoting a series of programs) and see how it can help them reach their career goals.  

  Phase 2: Drive Action

  Phase 2 is about ACTION. In Phase 2, we reiterate the fresh start theme created for the campaign awhile reminding users of upcoming deadlines and using bottom-of-the-funnel calls to action like “Apply Now.”

• Want to launch a Fresh Start Campaign for your school? Fill out the form to speak to a member of our team.