THE CHALLENGE

For-profit colleges operate in a highly competitive space. With several online universities spending over $50–$100 million annually on advertising, it’s clear there is great opportunity. Unfortunately, this opportunity creates a crowded market and makes it increasingly difficult to recruit and convert prospective online students. For CHCP, they realized that their return on ad spend (ROAS) was not being optimized. They were paying too much for leads, and their conversions were low.

Agency451

THE APPROACH

CHCP enlisted the help of 451. Understanding that all great campaigns start with research and analysis, 451 set out to uncover the root of the problem. Through a mix of quantitative and qualitative research, the agency’s senior strategists discovered the problem rested not with where and how much the college was spending online, but rather how their brand was being perceived by prospective students, what the brand stood for, and, ultimately, how their value proposition was being portrayed.

Based on actionable insights uncovered by data, the creative team set out to build a new brand that was closely aligned with the college’s business goals. Once the new brand and its positioning was set, the team at 451 helped to push the new standard across all of the college’s marketing vehicles (print, digital, PR, event marketing and other advertising collateral).

With the new brand uniformly in place, our media strategists began to optimize the digital components and channel. This included targeted display advertising, dynamic retargeting, pay-per-click advertising, geo-fencing, search engine optimization (SEO) and social media advertising. Additionally, 451 employed tactics like content marketing, social media community management, influencer marketing, and public relations.

THE RESULTS

  • 73%

    decrease in cost per lead

  • 65%

    decrease in cost per click

  • 1200%

    increase in conversions

  • 1000+%

    growth in online leads