College of DuPage Zehnder Case Study
College of DuPage and Zehnder began working together in 2016, with a list of goals that included increasing student enrollment, boosting student engagement, and gaining more community support for the institution. With such a diverse audience and large presence in the area, College of DuPage’s voice extends to a number of people across their recruiting area.
One of the most unique features of College of DuPage that makes it stand out against competitors is its emphasis on hands-on learning with real world experiences. This fact served as the impetus to our development of a creative campaign that targets all the client’s audiences simultaneously — because hands-on learning is useful to any potential student, no matter what stage of life they’re in or career goals they have.
Zehnder’s media team researched the top traditional and digital channels used by the client’s target audiences and found that the majority of them still listen to terrestrial radio along with streaming online radio. The team also learned that the majority of people in these audiences are active on Facebook. By focusing on these three mediums plus third-party display network banner ads, we effectively reached audiences frequently across multiple platforms.
Marketing materials show how real-life situations are everyday experiences when attending classes at the College of DuPage. Key copy points emphasize daytime, weekend, and online classes for all students, whether they’re seeking to earn degree, transfer credits, or simply follow their passion. A series of Facebook ads showcase different types of students who are learning from hands-on experience. These messages reinforce the fact that College of DuPage allows students to match their goals with their schedule.
From December 2015 to June 2018, paid search engine ads have generated more than 8.8 million impressions, with an average click-through rate of 4% – exceeding the industry average.
In the 2017-18 year, College of DuPage Facebook ads maintained a click-through rate that is 150% higher than the industry average