Western Piedmont Community College | Case Study
Western Piedmont Community College is a local college that offers students the ability to complete their general education classes for a fraction of the cost of the University level.
They currently use many forms of media for advertisement, including Newspaper, print flyers, short commercials, and more.
They asked Focus Point Visuals to begin social media advertising to improve the number of outbound leads they can receive for enrollment.
There are two topics that require solutions with Western Piedmont’s current strategy:
A wide array of customers. Since WPCC’s students can vary from as young as 16 to middle-aged and senior citizens, the targeting is very broad. You can’t place a newspaper ad that only targets one set of customers, which ends up leaving many prospects without a clear Call To Action. Facebook Advertising can solve this, as we can target specific demographics and serve them an ad that speaks directly to their needs.
We need to find prospects that are looking for exactly what WPCC has to offer. Finding which angle potential students best respond to will result in much better targeting in the future, which will, in turn, result in more enrollment.
The Process (Funnel)
The funnel will consist of four key components, each with a purpose to drive towards enrollment:
The Landing Page
The Email Sequence
The Lead Magnet
The Ad’s entire purpose is to attract the users to click and visit the website (landing page). It includes compelling copy and an attention-getting image. The highest-converting ads are the ones that provide an offer (or lead magnet) that’s valuable to the prospect.
We will also take advantage of the Facebook Pixel and Retargeting Ads, where we can serve people who visit the landing page a specific ad that encourages them to contact an advisor or look further into enrolling.
The landing page is a separate webpage created by Focus Point Visuals that exists to invite the prospects to enter their contact information in order to get access to the offer, or lead magnet. The lead magnet will be a piece of information that’s valuable to the prospect, or an offer or discount. In this case, we will most likely use an information-based offer that will be attractive to potential students.
The landing page is an important step to be able to view the entire funnel from a global perspective, and to be able to optimize the performance of each step of the process.
Once the prospects opt-in they will be sent a series of emails over a period of 6 months that encourage them to talk to an advisor. Each email provides value to the prospect, educating them on information relevant to their needs, and displaying what WPCC has to offer. In this case, the emails would consist of information on how to maximize a student’s potential in the college system or helpful tips for students in general.
Each email plays a part in placing the client in a position of authority to further build a relationship with the prospect and keeps the possibility open for them to enroll in the future.
Create a Facebook Ad Campaign that effectively drives interested prospects towards opting in their contact information (name, email, phone number, etc.), in order to gain interest and ultimately increase enrollment for the Fall 2019 Semester.
Identify prospecting channels for each of the chosen user segments - Narrow down target users that are more likely to enroll to maximize ad budget.
Review ad performance weekly, and perform audits of the overall campaign on a monthly basis. Optimize ad campaigns, landing pages, and prospecting channels as necessary for scalability.
We attempted two different campaigns in the contract period, with the first being advertisements with the “ExperienceWPCC” branding and directing traffic to a simple landing page to collect contact information from interested prospects. The landing page was hosted through the WPCC’s website, so we had limited control of the actual content.
This campaign proved to generate zero leads over a month and a half.
We next moved onto the campaign that looked more promising, which was to create a free offer of a “Student Success Guide”, which would provide value to students graduating from high school and not sure what they should do next. We implemented this offer into a new campaign, and created a brand new landing page to go along with it. This landing page encouraged users to enter their name, phone number, and email to get the Student Success Guide.
This campaign generated 26 highly qualified student leads, with an average cost per lead at $35.19. This gives us a benchmark to measure moving forward as we started from ground zero and had little previous successful campaigns to work with. The most engaged group was students aged 17-25, which were the most cost effective to advertise to as well.