Building Demand for Workforce Programs
The Challenge
SUNY Genesee Community College wanted to increase awareness of its workforce development programs and drive enrollment for key career-focused training opportunities. The college needed to connect with non-traditional learners in rural and underserved communities and demonstrate how these programs could lead directly to employment opportunities.
The Strategy
Advance Education developed a creative, full-funnel digital marketing strategy using search, social, and display advertising to reach prospective students throughout their decision-making journey.
Campaign messaging focused on career pathways, workforce training, and employment outcomes, helping prospective students understand the value of programs such as CNC Machinery, Welding, and the Rural Police Academy. By targeting hard-to-reach audiences across multiple channels, the campaign increased visibility for workforce development opportunities and drove prospective students to key program pages where they could learn more and inquire.
The Impact
The campaign successfully increased awareness and engagement with SUNY GCC’s workforce development programs, driving more prospective students to explore career-focused training opportunities.
Results included:
+125%
NEW USERS
+2,700%
TECHNICAL PROGRAMS PAGE TRAFFIC
WAITLIST CREATED
RURAL POLICE ACADEMY
The campaign successfully increased awareness and engagement with SUNY GCC’s workforce development programs, driving more prospective students to explore career-focused training opportunities. Results included an 83% increase in sessions to workforce development program pages, a 116% increase in active users, a 125% increase in new users, more than a 2,700% increase in traffic to the Technical Programs page, and increased interest and inquiries for workforce programs including CNC Machinery, Welding, and the Rural Police Academy. Demand for the Rural Police Academy grew so significantly that the program established a waitlist.
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Prospective students aren’t just searching differently. They’re discovering, comparing, and evaluating institutions through AI before they ever visit a website.
This guide explores how AI is reshaping the enrollment journey and what enrollment marketers can do to improve visibility, build trust, and prepare for the future of student discovery.
