Advertising Campaigns + Results
2023 Summer/Fall Campaign highlights
The media campaigns we developed helped increase Fall 2023 enrollment by almost 4% over Fall 2022
- Education industry CTR benchmark for search is 6.41%, yet Dallas College’s overall CTR is 20.88%
- Continuing students – 33% CTR
- Applied not enrolled – 37% CTR
- Paid social saw +700% clicks on social ads YoY and outperformed industry CTR benchmark
2023 Media Test Pilot
9-week media test to drive enrollment leads thru syncing target, content & media
- Our results netted 75K+ additional web session and 853 clicks to apply
- Our ROAS was $212 per lead, which is less than the cost to take one class
2022 Summer/Fall Campaign highlights
The media campaigns we developed helped increase fall 2022 enrollment by 2.3% over fall 2021
- We saw high amounts of engagement, page actions, and conversions (clicks on Application, Credit Schedule, CE Registration and CE Schedule; subscriptions to email campaigns) within most campaigns.
- Spanish and English video completions exceeded industry benchmark of 70%
- Paid social pilot met expectations and performed at upper levels of industry benchmarks.
- Curated creative allows students to visualize themselves at Dallas College
Spring 2022 and Fall 2022 -- Low enrollment zip code campaign
My team dentified zip codes that consistently demonstrated recurring low enrollments over time, low-income family households, and low-postsecondary educational attainment. Geofencing paired with marketing campaigns targeted the top five declining zip codes resulting in these zip codes no longer appearing in the top declining zip codes.
Fall 2021 -- Empathy campaign targeting female students
Recognizing a decline in female student enrollment and that female students often have competing priorities relating to work and family, we identified a significant decline in returning female students during the Fall 2021 semseter.
Campaign messaging emphasized services and resources, resulting in a 13% increase in fall enrollment among this target audience. In addition, my team followed up with targeted social media ads promoting services, resources, and classes starting in August which netted an additional 846 re-enrollments.
Fall 2021 -- Launch of early childhood education program
The Dallas College School of Education launched its Early Childhood Education bachelor’s degree, the first 4-year degree in the college’s history, in response to teacher shortages in Dallas County. My team collaborated with the School of Education and Enrollment Management to generate interest in the program using a variety of marketing tools, such as paid ads, social media, targeted emails, press releases, newsletters, and text messages.
The campaign resulted in 2,500+ program applications in the first 6 months and 450+ students on the spring waitlist.
Digital Creative Gallery
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