GOAL
To elevate the Palm Beach State college brand, creating a shift in perception and consideration while influencing student enrollment
2017 – 2018 CAMPAIGN RECAP
35,801,593
TOTAL
IMPRESSIONS
286,795
TOTAL
CLICKS
.80%
TOTAL
CTR
RECAP HIGHLIGHTS
- Based on what we learned from managing your 2016/2017 digital media placements, we reimagined your digital strategy to connect with potential students and the right time with the right message.
- To help you meet your goals of increasing enrollment and shifting perception of the PBSC brand, your campaign was segmented into two initiatives – Enrollment and Branding.
- We conceptualized your audience into four segments – Strivers, Reinventors, Explorers and Influencers
- To strategically engage active and passive potential students, we implemented targeted audience segments based on a potential students age, demographics and what matters most to them in terms of higher education.
- In 2017- 2018 your digital campaigns delivered over 32MM impressions, over 280K clicks, resulting in a 0.88 CTR.
- As a result of our deep audience targeting and optimizations, all individual campaign tactics delivered recorded click-through rates above benchmarks provided by Google and Facebook for the Education vertical .
- Facebook and Paid Search had the strongest performance in terms of generating traffic to your landing pages and collecting potential student leads. This data helped us to inform the 2018-2019 strategy.
- Sponsored the Graduation section on PalmBeachPost.com which celebrated high school graduates by featuring photos from various graduation ceremonies around Palm Beach County, headshots/bios of local valedictorians and salutatorians from area high schools. Your ads surrounded content intended to connect with Strivers and Influencers directly.
| Tactic | Impressions | Clicks | CTR |
|---|---|---|---|
| Display | 8,650,091 | 14,586 | 0.17% |
| Mobile | 4,646,524 | 14,595 | 0.31% |
| 17,008,139 | 216,463 | 1.27% | |
| Paid Search | 241,872 | 10,885 | 4.50% |
| Native | 1,932,811 | 16,647 | 0.86% |
| Graduation | 242,056 | 1,833 | 0.76% |
| Mun/PBPost | 1,580,113 | 1,378 | 0.09% |
| IP Targeting | 1,499,987 | 10,408 | 0.69% |
EXECUTIVE SUMMARY
- Your current campaign has delivered over 11.9MM impressions, over 86K clicks, resulting in a .72% CTR.
- In June of 2018 the data collection strategy changed per direction from the PBSC marketing team, from using the landing page to primarily collect leads and build audience segments to driving potential students to engage deeper in the enrollment and informational pages on PBSC’s website; while continuing to build audience segments.
- Target audience segments – Strivers, Reinventors, Explorers and Influencers continue to perform well within the individual tactics
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Our search strategy was implemented as an “always on” tactic due to it’s high performance in terms of click engagement and SOV.
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We’ve implemented an aggressive bidding strategy to ensure a high average ad position on the Google Search Engine Results page in order to capture as much visibility as possible from relevant search queries.
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Leveraging the data from your Graduation Sponsorship we aimed to further influence the perception of Palm Beach State College by aligning your message with the Super 11 Contest Sponsorship to your campaign. The Super 11 Contest highlights the top high school football athletes in Palm Beach County. Over the course of several weeks we encourage a joint audience of students, parents, administrators and fans to vote for their favorite athlete.
TARGETED DISPLAY
MOBILE
NATIVE
SUPER 11 SPONSORSHIP
AUDIENCE SEGMENTS
STRIVER: Prospective students (18 to 19-year-olds) who have not yet graduated high school, plan to graduate school in the next year, are not currently enrolled in college full-time, and plan to enroll in college
REINVENTOR: 25 to 34-year-olds who have attended some college or have a college degree, who are employed full-time and who plan to change to a different career in the next year. Nearly 26% plan to enroll/return to college in the next year
EXPLORER: High school graduate or GED recipient ages 18 – 26 that may be unhappy with their current job/outlook and would like to do something different that has a positive impact on their life. May be the first in their family to go to college, parents may not speak English. Generally may come from a low-income household
INFLUENCER: Parent/Guardian with at least one child age 13-17 living in the household and expecting a child to enroll in college in the next year
- High School Guidance Counselor who is having conversations with prospective student about college throughout the process
- Family members such as grandparent, aunt, uncle, sibling who may have an influence on or help the prospective student make a decision regarding college