Between November 2024 and February 2025, six Northern California colleges launched a bold initiative with a singular purpose: to re-engage students who had paused their education and encourage them to come back and complete their degrees. The “Comebacker Campaign,” developed by 3fold Communications, focused on reaching these “stop-out” students through compelling messaging and diverse outreach strategies. The results speak for themselves.
A Clear Mission with a Powerful Message
The campaign targeted UC Davis, Sacramento State, Lake Tahoe Community College, Los Rios Community College District, Yuba College, and Woodland Community College. Its goal was twofold: support re-enrollment and spotlight the flexibility of online programs as a solution for students balancing life’s demands.
The messaging emphasized that returning to college is not just possible—it’s accessible, flexible, and within reach.
A Strategic, Multichannel Approach
From social media to digital advertising, outdoor placements to multicultural radio and newsletters, the campaign leveraged every major channel to maximize visibility:
- Social Media accounted for 89% of total clicks, with Meta platforms delivering a standout performance—over 526K impressions and a 2.88% click-through rate (CTR).
- Paid Search had the highest CTR at 3.67%, showing strong engagement from students actively searching for “affordable online colleges” or “degree completion programs”—particularly women aged 18–24.
- Outdoor and Transit Placements near campuses delivered over 2 million impressions, with marquee spots in downtown Sacramento reaching thousands daily.
- Direct Mail targeted 13,000 adult learners with personalized reminders.
- CTV/OTT Video Ads boasted a 99.11% video completion rate, proving the power of storytelling with the message: “It’s never too late to finish your degree.”
Engagement That Mattered
Across all platforms, the campaign generated:
- 5.1 million impressions
- 18,841 total clicks
- 15,206 active users
- 18,514 total website views
- 133 enrollment page clicks—with Sacramento State leading the way at 26% of those clicks
- Over 500,000 Californians with “some college, no degree” were reached
An average of three monthly touchpoints ensured the message stayed top-of-mind.
Lessons Learned
The campaign reinforced that strategic retargeting and personalized content drive meaningful engagement. The strongest digital performers—Meta retargeting and search ads—showed that users exposed to the campaign more than once were more likely to act.
Meanwhile, community partnerships with outlets like Afisha Media (Russian and Ukrainian communities) and Univision (Spanish-speaking audiences) ensured cultural relevance and expanded the campaign’s reach.
The Path Forward
The Comebacker Campaign wasn’t just about numbers. It was about potential—reawakening educational aspirations and helping students envision a future where completing their degree is possible, no matter the setbacks.
As colleges continue to evolve post-pandemic, this campaign serves as a blueprint for how thoughtful messaging, inclusive outreach, and data-driven strategy can power a true educational comeback.
