Revitalizing enrollment: Clark College’s digital marketing leap
Clark College, a public community college in Washington, faced a decline in enrollment due to the COVID-19 pandemic and increased competition from other educational institutions. The college needed to boost its online presence and attract more prospective students, especially for its healthcare programs, which are among the most popular and in-demand in the region.
The college partnered with us to launch a comprehensive digital marketing campaign with the following goals and objectives:
The campaign consisted of two main components: search engine marketing (SEM) and display advertising. The SEM strategy focused on bidding on relevant and high-intent keywords. The display ads featured eye-catching images and messages that showcased the college’s healthcare programs and their benefits. The ads were placed on various websites and platforms that matched the target audience’s interests and behaviors, such as blogs, news sites, and social media.
Results
The campaign was a resounding success, exceeding the initial goals and objectives. The college saw a significant increase in enrollment, from 5,500 full-time equivalent students in 2022/2023 to 5,800 FTE in 2023/2024, on pace and expected to exceed the target and generate a high return on investment (ROI). The campaign also enhanced the college’s brand awareness and reputation.
SEM Goal Conversion Rate Increase:
7.21% to 22.80%
(+215.81%)
Decrease in Cost Per Conversion:
$1.59 to $0.89
(-44.03%)
What does this mean for you?
The case demonstrates the power and potential of digital marketing for higher education. Using a strategic and data-driven approach, you can reach and engage your target audience, optimize your budget and performance, and achieve your enrollment and revenue goals. If you want to learn more about how we can help you with your digital marketing needs, please get in touch with us today. We would love to hear from you.
To learn how we can increase your enrollment, too, contact our team today.
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