College Is Worth It
A First-of-its-Kind Marketing Campaign
LEARN MORE AT COLLEGEISWORTHIT.INFO
The College Is Worth It (CIWI) advocacy campaign highlights the benefits of earning a degree using data and facts paired with real-life testimonials. It is a first-of-its-kind national effort to make the case to a grassroots audience of students and parents that a degree is a strong investment in their future.
CIWI was born of a shared vision across NASH’s membership. When we asked the Council on Communications & Government Relations to name the number one thing that NASH could help them with, they all shared the same sentiment: the narrative is broken.
The first phase of the campaign, CIWI 1, launched in the fall of 2023 as an initial pilot program to test how digital messaging could shift this view. It was centered on conveying the personal value of a college degree, using paid social ads grounded in key, clearly sourced data points.
The second phase of the campaign, CIWI 2, launched in the fall of 2024, took the concept a step further by leveraging Influencer content across organic and paid channels. By achieving strong national reach and engagement, it reaffirmed a simple yet powerful idea: when it comes to reaching students and families, storytelling works. You can learn more about this successful approach in our case study.
As we look ahead, we’re starting to build momentum for CIWI 3. If your system or partner organization is interested in participating in or supporting the next phase, we’d love to hear from you!
The second phase of the campaign, CIWI 2, launched in the fall of 2024, took the concept a step further by leveraging Influencer content across organic and paid channels. By achieving strong national reach and engagement, it reaffirmed a simple yet powerful idea: when it comes to reaching students and families, storytelling works. You can learn more about this successful approach in our case study.
As we look ahead, we’re starting to build momentum for CIWI 3. If your system or partner organization is interested in participating in or supporting the next phase, we’d love to hear from you!