Education – Higher Education
Overview
Client
Higher Education
Campaign Length
Eight Months (renewed for annual campaign)
Geography
Large DMA on the East Coast
Total Investment
$300,000
Objectives
To boost brand recognition and generate weekly total of 100 leads for all 13 programs offered in business and technology schools, encompassing practical nursing, cosmetology, electrician, HVAC, welding, and commercial driver’s license (CDL).
Products Utilized
Programmatic Display, Facebook & Instagram, Search Engine Marketing
Results
***6.72MM
Estimated Client Revenue ($20,000 per enrollee)
3,758
total leads
$52.55
cost per lead
8.9%
general lead to enrollment rate for all programs combined
336
total enrollments ($583 cost per enrollee)
Strategy & Solutions
- Full-Funnel Approach:
- Implemented a comprehensive strategy focusing on general branding and awareness for the school.
- Ran individual campaigns tailored to drive program-specific leads.
- Targeted Demographics:
- Precision-targeted 18 – 24-year-olds within a 60-mile radius around the school.
- Optimized Campaigns:
- Strategically optimized campaigns toward educational intent, aligning with interests or hobbies related to each offered program.
- Pixel Limitations:
- Faced constraints with pixel placements and a restriction on the number of refreshed creatives.
- Despite limitations, different creative versions for prospecting and retargeting were utilized to mitigate ad fatigue and maintain student engagement during the application process.
- Tracking Challenges:
- Faced limitations in pixel placement on the cosmetology site, affecting tracking capabilities.
- Educational Landscape Amid Pandemic:
- Acknowledged the pandemic-induced hesitations and longer decision-making processes among education seekers, despite historical trends indicating increased enrollment rates during recessions.
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