The Situation
The Kentucky Community and Technical College System (KCTCS), which includes 16 individual colleges, faces the challenge of guiding high school graduates through the overwhelming process of choosing a college. To effectively reach and engage prospective students, KCTCS needed a strategy to improve visibility and highlight their affordable educational options.
The Solution
&well designed and executed a targeted paid search campaign focusing on all zip codes within each college’s service area. The campaign addressed both upper and lower funnel marketing needs. For students early in their decision-making journey, broad branding keywords were used, while more targeted keywords aimed at those closer to making a decision were employed to encourage conversions through Requests for Information (RFIs). Additionally, KCTCS promoted its cost-effective offerings, such as grants, scholarships, free tuition, and ready-to-work courses.
The Results
The campaign resulted in a 107% year-over-year increase in leads to enrollment and a substantial growth in enrollment revenue. KCTCS achieved a Return on Ad Spend of 1396% following the campaign’s implementation.
YoY INCREASE INNRC CONSUMER PREFERENCE
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YoY INCREASE INORTHOPEDIC SERVICES CALL VOLUMES
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YoY INCREASE IN LEADS GENERATEDTHROUGH HEALTH RISK ASSESSMENTS
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TOTAL IMPRESSIONS
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