For over 10 years, Media Placement Services (MPS) has been working with a higher education client to help create brand awareness and reach potential new students. MPS’s branding efforts include available scholarships to prospective students, parents of students, and adult learners. While 23% of the digital budget was spent on varying social media ad placements, including Facebook, Instagram, LinkedIn, Twitter, Snapchat, and TikTok, campaign metrics such as CTRs and CPCs were low. Per our creative recommendations, optimizations were made to use video in feed placements and User Generated Content (UGC) on vertical placements across all social platforms versus the images and carousels that had been running.
Moving to video creative increased the overall campaign CTR by three times, decreased the CPCs, and increased website leads by 2.5 times, resulting in over 28 million impressions. In addition to other advertising, these efforts contributed to a 40% increase in enrollment.
Record Enrollment
Money well spent: An investment of $2 million in marketing efforts to help increase student enrollment.
The funds have been used to increase marketing and advertising across digital and traditional platforms, focusing on student recruitment, college promotion, website updates, and maintenance. With a spend of about $2 million, both marketing and advertising efforts have been successful in reaching new students, with a fall enrollment milestone of over 20,600 degree-seeking students. This surpasses the previous record in 2013. The 9% year-over-year increase reflects a strong dedication to providing relevant, accessible education aligned with workforce demands. Over 30,000 students enrolled across all programs.
At MPS, we strive to build and execute integrated media plans to reach our clients unique goals. Our team of experts has placed ads across social media channels, including, but not exclusive to, Meta, Snapchat, TikTok, and Spotify, as well as in traditional spaces from Connected TV to transit.
