Slice of Success: Champlain College Delivers Career Growth with Pizza Box Toppers
To promote their 100% online certificate courses, Champlain College adopted a unique advertising approach, targeting residents in remote areas of Vermont with eye-catching pizza box toppers. By placing compelling visual ads on pizza boxes, Champlain College effectively reached potential students where they were most comfortable—at home, enjoying a slice of pizza, with an invitation to boost their careers from the comfort of their own homes.
Campaign Overview
Champlain College’s pizza box toppers featured a visually striking design paired with the clear, actionable message: “Boost your resume and jumpstart your career with 100% online certificates.” Delivered directly to over 30,000 consumers across Vermont, the campaign targeted individuals who might be considering furthering their education but were limited by geography or busy schedules.
Engagement and Metrics
This clever use of in-hand media reached an estimated 6.5 million impressions, with a CPM between $2 and $3. By delivering their message directly into the hands of potential students, Champlain College not only increased awareness of their online courses but also created a tangible touchpoint that encouraged immediate action. The campaign’s artwork and simple, engaging call to action made it easy for consumers to connect with the opportunity.
Why This Strategy Worked
Localized, Convenient Targeting: Remote Vermont residents might have fewer opportunities to explore traditional education settings, making online learning the perfect solution. Champlain College’s decision to advertise through pizza toppers ensured the message reached its audience in a moment of comfort and attention.
Effective Call to Action: The message to “boost your resume” and “jumpstart your career” was both compelling and timely, particularly for individuals seeking professional development in a competitive job market. This direct appeal resonated with the needs of the audience.
Engaging Visuals: The attractive artwork on the pizza toppers, combined with a clear value proposition, grabbed attention and made it easy for consumers to visualize how Champlain College’s courses could fit into their lives.
Champlain College’s use of pizza box toppers for promoting their online certificates proves that creative, in-hand advertising can bridge the gap between remote audiences and higher education opportunities. By reaching potential students where they least expected—while enjoying a pizza at home—the campaign effectively aligned the college’s message with the convenience and flexibility of its online offerings.
