Vocational schools, technical colleges and other alternative education organizations face an uphill battle when trying to reach the coveted 16-20 demographic – These young people are just starting the college or secondary school application process, and recruitment offices know they could be worth big bucks.
I engaged with a vocational school with campuses in NY & LA who wish to significantly grow enrollment. They were having a hard time filling their top of funnel – prospective students who’ve never heard of the brand – but had tremendous success converting applicants once they showed initial interest.
We determined that a request for a class catalogue was the first step in their current funnel, so I created a custom conversion for “Catalogue Requests” and began collecting data via the Facebook Pixel. Previously they had been optimizing for Landing Page Views, and their poor results were unsustainable.
30 Day Results
- Reduced the cost per course catalogue request from $166 to $4.50, a 189% decrease
- Surpassed the previous monthly record for catalogue requests, and scaled efforts to bring in 54 new catalogue requests, compared to the previous amount of 6 – a 160% increase in total inbound prospective students