Student Recruitment Campaign
Developed targeted campaigns to attract qualified student inquiries and increase engagement.
Client
A medium-sized vocational college offering specialized technical certifications in the Midwestern US.
The Challenge
The institution was struggling with a low conversion rate from web traffic to qualified application inquiries, relying heavily on organic search and outdated mailing lists. Total enrollment had plateaued while student acquisition costs began to rise significantly due to increased local competition.
Our Approach
- Implemented a geo-fenced programmatic display strategy targeting high schools and career fairs
- Developed high-intent search campaigns targeting specific vocational degree keywords
- Restructured the lead capture funnel with interactive tuition calculators to increase engagement
- Deployed an automated email nurturing sequence to re-engage historical leads
- Created mobile-first landing pages optimized for high-speed loading and one-click inquiry
- Utilized lookalike modeling based on existing high-GPA student profiles
Execution
The campaign was delivered via a multi-channel mix focused on Google Search, Meta Ads, and LinkedIn for non-traditional students. We maintained a bi-weekly optimization schedule to reallocate budget toward top-performing ad sets based on cost-per-qualified-lead rather than simple clicks.
Results
The campaign successfully stabilized the college's enrollment pipeline by diversifying lead sources and reducing reliance on passive traffic. The refined targeting strategy improved lead quality, resulting in a higher ratio of qualified applicants and a more efficient marketing spend.
Duration: 6 months
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