Case Study: Community College Advertising to Drive Enrollments
393 Total Conversions Including 9 Enrollments and 178 Requests for More Info
Audience Targeting Included Recent High School Grads and Adult Learners
A community college just outside of Boston Massachusets was looking for new, more effective, ways to promote the college to recent high school grads and also adult learners interested in continued education, both located within specific key zip codes and neighborhoods.
Increase online enrollment applications
Increase requests for information and online chat sessions
Increase web traffic
Manicz Media Approach:
To achieve these goals, Manicz Media utilized its owned database of subscribers to build out custom segments for paid media targeting. Utilizing designated zip code and neighborhood targeting (over 55 areas in and around Boston), Manicz Media polled its database for recent high school grads interested in community college as well as adults interested in continued educatiton and earning associate degrees. The following is the reach for each segment:
Leveraging this reach, a display and retargeting media approach was implemented. Additionally, Manicz Media utilized conversion tracking and 3rd party monitoring through Google Campaign Manager to facilitate transparency and true paid media success.
From a media performance standpoint, over 5.7 million digital ad impressions were served during this 2-month campaign. There were 3,995 new website visitors to the campaign landing pages. The "Adult Learners" segment performed the best, driving the most requests for information and completed online enrollments. Recent High School Grads also strongly engaged, with 68 online enrollment applications started.
Website traffic saw a marked lift during the campaign, outpacing all other paid media efforts during the same time period including campaigns with paid social and other ad network buys. Bounce rate and time on site were highly efficient, nearly matching the performance of the Organic traffic source.
Through the Manicz Media private inventory marketplace, ads were served to premium sites and publishers including Boston.com, Finance.Yahoo.com, Schoolspring.com, tmz.com, nature.com, and many more hand-picked and first look web inventory outlets.
The community college continues to partner with Manicz Media for enrollment growth and awareness campaigns.
Contact Manicz Media today to learn more about our unique audience targeting methods and engagement focused campaigns.
Manicz Media respects the data and privacy for all our clients. No client identifiable data can be shared but references are available upon request.