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12% INCREASE IN STUDENT ENROLLMENT IN FY24
"YOU BELONG HERE"
12% INCREASE IN STUDENT ENROLLMENT IN FY24
San Diego City College (SDCC) faced challenges in driving enrollment and fostering a sense of community among prospective students. Despite its affordability and high-quality programs, SDCC needed to stand out in a crowded higher education landscape and reach diverse audiences effectively.
KEY ISSUES FACING OUR CLIENT
- A need to increase enrollment and retention.
- Limited engagement with calls to action such as “Apply,” “Register,” and “View Schedule.”
- The challenge of targeting high school students and adults in key San Diego neighborhoods.
SDCC wanted a solution that combined modern, data-driven strategies with compelling messaging to emphasize their core belief: “You Belong Here.”
OUR SOLUTION
SDCC partnered with RSM to create and execute a comprehensive, multi-channel marketing campaign. Here’s what we did:
MULTI-MEDIA BLEND
- Digital Channels: Google Search, Display, Remarketing, Instagram, YouTube, TikTok, and Digital Audio.
- Traditional Media: Posters, transit shelter ads, bus wraps, and trolley wraps.
TARGET KEY AUDIENCE
- Focused on high school students and adults 18+ in high-density San Diego neighborhoods, particularly within Hispanic communities.
- Geofencing specific high schools and communities for precision targeting.
ENGAGING CONTENT
- Developed creative messaging emphasizing accessibility, career advancement, and a sense of belonging.
- Optimized video ads for platforms like TikTok and YouTube to improve performance.
OPTIMIZED FOR RESULTS
- Conducted continuous performance analysis and creative adjustments.
- Focused on high-performing keywords and landing page optimization for enrollment calls to action.
THE RESULT
- Total impressions: 4.3M | Total clicks: 34,953 | Total conversions: 7,037.
- Google Search CTR: 29.56% (1,000% above the industry average).
- TikTok and YouTube video campaigns outperformed benchmarks with a 64.98% view rate.
- Delivered 25.7M poster impressions and 15.6M transit impressions.
- Achieved $236,890 in added value media
- with an overall 132.33% over-delivery.
- Added value: over $57K in extra media exposure.
THE IMPACT
The campaign not only surpassed expectations but also demonstrated the power of strategic blend of digital and traditional advertising. The collaboration positioned SDCC as a leading choice for accessible, high-quality education in the region.
WHY IT WORKED
The campaign’s success was driven by:
- A data-driven strategy that combines precision targeting with high-quality creative.
- Cross-platform integration to capture audiences at every stage of the enrollment funnel.
- Continuous optimization of ads and messaging to maximize ROI.
“You Belong Here” wasn’t just a tagline; it was a rallying call that resonated with the community and delivered measurable results.
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