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Northwestern Michigan College

Michigan’s first community college, Northwestern Michigan College, was established in 1951 as a result of the community’s desire for education. Today, the establishment now offers associate degrees in more than 80 areas of study, bachelor degrees for maritime and marine technology, and more through their University Center partners.

In response to the onset of the COVID pandemic, NMC worked with Lake Effect to create and launch a new digital campaign that focused on addressing top concerns from students and parents alike about returning to classes, including the safety, flexibility, and value of taking courses at the local community college.  

This new campaign helped contribute to the enrollment levels of the summer semester being higher year over year, even during a pandemic and fall semester ending higher than projections made at the onset of COVID.

Scope of Campaign

  • Copy Writing
  • Production
  • Deployment & Management
  • Ad Buy



Campaign calls to action were carried over into social media feeds with content that replicated the safety protocols put into place on campus. This allowed users to see the safety measures in place and make them feel comfortable about visiting.