THE EVOLUTION OF
CHOOSE BIGGER By Cairine Caughill Photos courtesy of Nehlsen Communications
8 » Partners in Progress » www.pinp.org
Choose Bigger, the multi-faceted digital marketing program originally developed for recruitment in the Wisconsin market, is being picked up by regions in different areas of the United States. The program includes banners, brochures, videos, Google advertising, an email follow-up campaign, career fair displays, social media, and a website—all providing targeted recruitment information for students, parents, and counselors. But the regions who have picked up the campaign—including Colorado, Mid-Atlantic, and California—aren’t simply using it as it was originally developed. The program is evolving to meet local needs. As Matt Sanchez of Nehlsen Communications points out, “The basic concept doesn’t change. It’s how we deliver that messaging and how we strategically approach and care for each individual area.”
