“Ignite Your Future” is a bilingual, culturally grounded digital enrollment campaign created to increase college applications and enrollment among Hispanic/Latinx Gen Z students and their families in Orange County. As Irvine Valley College advances as an emerging Hispanic-serving institution, the goal was to strengthen awareness with first-generation communities who may not yet view community college, and IVC specifically, as accessible or culturally affirming. Developed in partnership with Gallegos United, the campaign featured student testimonials. Creative was produced in English and Spanglish. Paid media was deployed across Google Search, Instagram, Facebook, and TikTok, with platform-specific optimization to reach both prospective students and the trusted adults who guide their choices. The campaign delivered strong, measurable outcomes: 3.3 million impressions, 34,954 clicks, and 2,791 “Apply Now” conversions, nearly three times the goal. Efficiency also improved significantly, with cost per acquisition at $18 versus a projected $95, an 81% reduction. By pairing culturally resonant storytelling with targeted performance marketing, the campaign drove enrollment actions while reinforcing IVC as a trusted, welcoming option for Hispanic/Latinx students and families.
From the Judges
This campaign moved beyond mere translation, grounding its creative strategy in the bicultural realities of its audience to ensure community college felt both accessible and affirming.
