Summary
This low-budget campaign aimed to prevent the closure of Troy Public Library in Michigan by securing voter approval of a tax increase. The opposition of an anti-tax group had managed to get two previous library-saving tax increases to fail at the ballot box - meaning that this was the library's last chance of survival. Campaign activity centred around an earned media effort: a fake campaign group was set up to urge people to vote to close the library so they could have a book burning party. Media used included Facebook, Twitter and YouTube, with much of the $3,500 campaign budget going on lawn signs. But the activity led to a public outcry - and voters eventually voted for the tax increase.

Summary
This campaign, from Ad Council and Dollar General Adult Literacy Foundation, a US nonprofit, aimed to boost the numbers of students who attain a GED qualification - and can therefore gain access to college. Activity centred around the GED Pep Talk Center: an online platform created to attract, engage, and inspire potential GED students by encouraging them to locate and visit a local GED preparation centre. The online platform featured celebrity motivators with various personas. It was promoted with an integrated campaign, including TV ads, billboards, a telephone hotline and online display. The celebrities also promoted the service via their social media accounts. The campaign raised awareness of the online platform and generated over 1,500,000 unique site visits - and 145,000 searches for local GED centres.

Summary
The Detroit-based College for Creative Studies (CSS), an art school, wanted to increase enrolment numbers by 10% by first attracting more parents and potential students to its on-campus 'information sessions'. But CSS's central-Detroit location (and the area's dangerous reputation) was acting as a deterrent to would-be visitors. The resulting campaign took an irreverent, humorous approach, tied in with the insight that its target students were 'addicted' to creativity, by mimicking anti-drugs public service advertising from the past. OOH, online, radio and cinema ads engaged both students and their parents, with the endline: 'Talk to your kids about art school'. Attendance at CSS's information sessions increased 15.5% and enrolments rose to record-setting levels.

Summary
The University Library is at the heart of the University of Leeds in the UK, although it operates across four locations. It is fundamental to the future reputation of the University and the quality of students that it produces, however it was found to not be connecting with those students. This was partly due to poor quality communications and lack of awareness of Library facilities and resources. To communicate with students in a more engaging and interactive way, a visual identity was developed as an extension of the University brand, utilising a vibrant colour palette and extended across all of its owned communication channels. The statement 'Be Inspired' was incorporated as a core element within the name style to provide a vision for all involved with the Library's service and delivery. Use of the Library website in 2012 showed an increase of 31% compared to 2011.

Summary
The University of Leeds, a leading UK-based centre of environmental impact and sustainability research, wanted to develop a campus-based communications programme to deliver against its Carbon Management Plan (CMP). The specific objectives of the 'It all adds up' campaign were to raise awareness and effect change across the university's population of students and staff. The overall campaign design was based on distinctive colours and typography, followed by specific themes such as lighting and heating. One campaign, which encouraged academic staff to shut down equipment during holiday periods, led to substantial savings in costs and carbon output.

Summary
This campaign for Milwaukee Public Schools sought to engage American parents in their children's education. A key challenge of the "Having Involved Parents" (HIP) program was engaging a low-interest target group that had often had an adversarial relationship with schools when growing up. The approach - "Guerrilla Classrooms" - transformed everyday experiences into opportunities for parents to engage educationally with their children. For example, buses became museums, transit shelters became math problems and other spaces such as parks and beaches featured custom installations built from scratch, all of which invited parents to learn "with your child". Tens of thousands of parents interacted with the campaign, HIP program participation increased, as did volunteer numbers and corporate donations.

Summary
Local government in the Swedish city of Borås wanted to promote the area's public high schools, in the face of increased competition from private schools. So it launched a campaign to strengthen the public school brand to 15-year-olds. Campaign activity was based around Your Future Yearbook, a digital yearbook integrated with Facebook that encouraged the target to choose a public high school. The campaign was launched in the weeks before the target made their decision; the Yearbook was promoted via direct mail, posters in schools and outdoor and Facebook ads. It ultimately received 3,478 unique visitors, 248% above target. Public schools' market share also reached 84.5%, up from 80% the year before.

Summary
Unitec's "Change Starts Here" campaign relaunched the New Zealand technical institute's brand and drove an increase in student applications. Consistent above-the-line communications over 15 months re-established its key role in the Auckland tertiary education market. The campaign was based around the progress of three students during the academic year. By being right there through their highs and lows, it captured the imagination of the public and media, and drove awareness and understanding of Unitec's offering. The campaign was highly successful, with spontaneous awareness almost doubling in the important 16 to 19-year-old age group. Consideration and brand image scores also increased significantly.

Summary
This document, featuring case studies from King’s College London (UK), GED Achievement (USA), Colorado Technical University (USA) and Curtin University (Australia) is a collection of Warc's best case studies on how to gain customers in the education sector.

Summary
This document, featuring case studies from Edinburgh First (UK), Detroit Public Schools (USA), BoostUp (USA) and ROC Noord Holland (Netherlands) is a collection of Warc's best case studies on how to increase sales in the education sector.