Next Steps Idaho
What if you don’t know “What If?”
This campaign was created by Idaho’s Office of the State Board of Education & Workforce Development Council and targets anyone in Idaho who is unsure of what they (or their kid’s) next career or education move should be. With such a broad audience we needed to develop an inclusive, relatable campaign. The “What If” campaign was flexible enough that content could be created for targeted social as well as more general broadcast.
We developed a 30, 15 and 07 second spots to cover both traditional broadcast and all social and streaming channels. Three radio spots were created to use on our streaming audio channels and targeted by region.
Forrester Radio :30s
Rancher Radio :30s
Farmer Radio :30s
In production, we were especially considerate of the need to be as efficient as possible with our content. We captured a broad range of audience types and “What If’s” to be used in targeted social throughout the year.
Next Steps Product Development
Idahoans now have access to an ever-improving, comprehensive, easy-to-use resource for Idahoans considering college or some other form of postsecondary training. Site traffic in June (during our campaign) was up more than 48% compared with the same timeframe last year and the time on increased over 160%.
Initially, Strategies 360’s role was to take one key objective—to get more Idaho students to consider and eventually enroll in post-secondary education—and figure out what tools and communications would most effectively support this goal. We developed and executed a statewide research plan; analyzed our findings in order to create the brand; developed and wrote copy for a website of college preparation resources; launched and managed a communications campaign to publicize the website (and the related Direct Admissions program); evaluated how the campaign could scale as more funding became available; wrote and designed an outreach toolkit to support continued awareness and growth, and most recently launched a campaign in Spanish and English directed at parents to compel their students to visit the site and learn about their options.
Owing to the site’s success with students, the Idaho Workforce Development Council funded a project to expand the brand and website to serve adults in career transitions. In 2020, the site got an entirely new look and feel, new content for adult audiences and high school students considering non-college pathways as well as robust career exploration and planning tools.
Idahoans Idaho’s students, parents and adults in career now have access to an ever-improving, comprehensive, easy-to-use resource that helps them explore career and education options and take concrete steps towards their future.for Idahoans considering college or some other form of postsecondary training. The strong brand foundation allows us to evolve to help even more Idahoans achieve career success. Site traffic in June (during our campaign) was up has increased over more than 48% compared with the same timeframe last year since 2020, and the time on increased page has expanded over 160%.
Since 2016, Next Steps has served more than 385,000 users and tens of thousands of students have submitted applications to Idaho’s public colleges and universities using the common app hosted there. The website is required training for new college and career counselors and is presented as the primary tool for helping Idaho students plan for college and careers.