Enrollment in Higher Education
Creating Demand Rapidly
One of the most challenging but rewarding marketing initiatives launches has to be Berkeley College. Trying to convince students and adults that Berkeley College is the best choice for their future in an uber competitive location led to the most out of the box marketing structure to date. For this client, it was imperative that launching eight new classes never offered before was tied to an overall brand refresh on all legacy campaigns.
The Approach
When approaching a highly sensitive audience with a complex web of campaigns needing to be launched, it was important first to dive into the data. Combing over 25,000 current and past enrollments, a new data set was able to be formed. Taking this newly refined data and pairing it with specific keywords in the Meta Detailed Targeting dataset, a highly curated audience was able to be created. With a timeline of only six weeks until classes began and an average conversion window of over twelve weeks, I immediately hit the ground running. Focusing heavy spend on the new campaigns tied to the specific creative, it was imperative to have a balanced budget of front loaded spend that syphoned into a massive retargeting push towards the end of the six week campaign. With only a week left before classes started thirty out of thirty-two seats in all new classes had been filled. The detailed targeting mixed with geo-location data built off the clients enrollment cache led to a the programs inaugural success.
This is Caleb by the way
Maintaining Success
Handling the pressures of demanding clients in timelines not previously obtained has never been new for me but at the scale Berkeley College had requested was a new experience. Being able to trust my intuition and having a deep knowledge for the Meta platforms and their ever changing algorithms allowed me to act swiftly and decisively to meet the clients deadline. I continued to grow Berkeley College month over month after that initial success and was able to grow the brands presence on the platforms three hundred percent by the time I left.