Raritan Valley Community College (RVCC), located in Branchburg, New Jersey has an excellent reputation as an institution of higher education. The college was in need of a new marketing strategy to increase student enrollments for 2016/17. As a higher education marketing agency, this is where Inflexion Interactive stepped in.
Creating An Effective Higher Education Marketing Campaign
RVCC was very much in need of a marketing plan that would meet their goals to:
- Raise awareness among the local population that RVCC is an excellent choice for students graduating from high school as well as adults looking for a convenient and cost effective way to further their education.
- Generate more applications and enrollments for RVCC’s campus, Distance Learning, and Open House events.
- Perform these vital functions and more in an organized and efficient manner.
Using Digital Marketing To Reach A New Generation Of Higher Ed Students
RVCC had previously focused on investing in the traditional means of advertising (TV, radio, newspapers, etc.) in the state of NJ. What our agency proved to the college was that they needed to mount a new online marketing campaign in order to expand the reach of their advertising efforts. Our response to the situation was to:
- Create an effective, results-oriented plan of online marketing to reach the RVCC target geographic area.
- Create a wide ranging digital marketing drive consisting of Display, Video, Social Media, and Search campaigns. This was done using a mix of demographic, behavioral, and interest targeting, assisted by a comprehensive list of specially targeted search keywords.
- Design an optimized landing page for capturing conversions from the campaigns.
- Establish an effective and flexible process that will allow for the testing of various creative formats in order to reach as many potential new and returning students as possible.
To augment the digital campaign a series of local billboards in key areas of the county were also designed to increase awareness and consideration of RVCC and establish another touch point in the community.
Applications For RVCC Are Up Across The Board
In 19 weeks, over 17 MILLION advertising impressions were served driving applications and attendance to the annual college enrollment events. The college is seeing:
- First time full time applications up by 4.6%
- First time part time applications up by 27%
- Summer enrollments up by 8%
As a result of Inflexion Interactive’s community and online marketing initiatives, enrollments for RVCC are up across the board, enabling a new wave of students to make this year their moment to build on their future. Interested in learning more about this project and how a digital marketing campaign can help you?
