Case Study: Western Michigan University builds 1,100+ prospective student leads with Comcast Spotlight

Western Michigan University - Customer Case Study

Western Michigan University partnered with Comcast Spotlight to strengthen its college admissions outreach and build a larger database of prospective students. The university needed to engage not only teens ages 14–17, but also the parents, grandparents, neighbors, and friends who influence their decisions, while driving traffic to its website.

Comcast Spotlight implemented a demographically targeted multi-screen marketing campaign using television and digital advertising. The TV buys ran on networks popular with the target audience, while digital ads on XFINITY.com included social media and mapping links, plus a dedicated landing page and contact form; the effort added more than 1,100 new prospective student names to Western Michigan University’s database.

Western Michigan University