Higher Ed: Noncredit Enrollment Online Marketing
- Noncredit Program Achieves 100% Growth
“Xcelerating” Youth Enrichment Camp Enrollment at Waubonsee Community College - In an economic climate of declining property tax revenue and uncertainty at the state level, realizing the revenue potential of noncredit programs at Waubonsee Community College –– including youth enrichment programming –– became a priority. As Internet Marketing Coordinator I was called upon to promote the college's “Xcelerate” brand summer camps with the ambitious goal of doubling enrollment head count over the previous summer from 150 to 300.Using electronic media to leverage a limited advertising budget, a multi-faceted strategy was implemented in March. By June, 100% enrollment growth was achieved through a variety of tactics, including partnership with local parenting blog GoWestYoungMom.com, social media engagement, email marketing, search marketing and display advertising.Marketing communications were aimed at district residents with children, focusing on mothers as the primary planners of child activities and day care.
Based on the look-and-feel of a direct mailer produced by an outside agency, banner ads and website landing page graphics were designed in house for cross-media brand cohesion. “Remarketing” was used to reinforce message recall with users who had recently visited the landing page.
Display ads on Facebook and the Google Display Network, combined with text ads on Google, Yahoo! and Bing search results yielded about 3,000 clicks out of 5.7 million impressions over three months.
According to Google Analytics, more than 550 youth program registration PDF forms were downloaded during the enrollment period from March through May, the majority of which could be attributed to online advertising, social media and SEO/SEM.
Higher Ed: Credit Enrollment Online MarketingAdvertising, Art Direction, Graphic Design
Higher Ed: Social MarketingAdvertising, Art Direction, Branding
Higher Ed: Award-Winning SEO/SEMAdvertising, Graphic Design, Marketing
Campus Digital SignageGraphic Design, Multimedia, Art Direction
Interactive KioskMultimedia, Graphic Design, Art Direction
