Penn State Extension launched a digital marketing initiative to promote online courses, targeting individuals with a moderate interest and encouraging them to take advantage of seasonal savings. The campaign was rolled out in phases, beginning with the “Invest in Yourself” concept in the winter, followed by “Learn and Grow” in the spring, and most recently “Summer Savings” to drive enrollment during June.

The main goal was to convert interest into action by providing timely, relevant promotions. Creative assets included Meta and social ads in static and slideshow formats, Spotify audio ads with voiceover, and email headers and advertisements. The campaign has performed successfully, generating increased social engagement and measurable growth in online course enrollment. By leveraging reusable templates developed for the creative team, the initiative was executed efficiently while maintaining consistent branding across all channels. This approach demonstrated the power of combining strategic campaign planning with scalable creative systems to achieve both engagement and operational efficiency.