HOW ARE YOU
PROGRAMMED?

Overview

When the marketing department was tasked with promoting five new Peninsula College programs—each vastly different—I saw an opportunity to turn their diversity into a strength. I developed the idea for a quiz-based campaign titled "How Are You Programmed?", which engaged the community, showcased the new programs, and guided prospective students toward "Get Started" appointments.

The award-winning integrated campaign achieved remarkable results:

83% lower cost per lead than statewide campaign the previous year.*
26x return on investment (ROI) for list-based tactics.**
6.4x ROI**** for geofence tactics, successfully reaching historically underserved community members in low-income housing.
3-5x Facebook follower growth during the campaign compared with South Puget Sound and Olympic colleges.
10% of ad clicks resulted in actions taken on the campaign landing page, e.g., form submission or click on "make a Get Started appointment."
15.7% increase in "request information" form submissions compared with previous year.
Highest number of forms submissions during any fall campaign since the form's introduction in 2015.

*Campaign cost per lead coming in via fall 2023 campaign landing page was $177, compared with fall 2022 statewide State Board of Community and Technical Colleges campaign by Interact Communications, which produced leads at the cost of $1,042. Higher ed averages $982 per lead, according to industry reports.

** Return on Investment (ROI) = (revenue – media spend) / (media spend). Revenue calculation assumes each enrolled person is a full-time enrollment for one year at allocation rate of $3151 per FTE; this conservative calculation does not include tuition revenue.

Campaign Landing Page

I proposed the concept of a quiz-based landing page, to unify the promotion of disparate programs and drive stronger lead generation compared to the previous fall campaign. While the 2022 campaign achieved strong click-through and cost-per-click rates, its form submission rates were underwhelming.

To address this, I collaborated with the Creative Services Manager to refine the quiz, craft the website flow, and develop engaging copy. While she designed the microsite, I conducted interviews with multiple developers before contracting with Uplers to build the site within our CRM tool, Salesforce Account Engagement.

Low-Cost Social Media "Sideshow"

These social posts cost 4% of the campaign's digital spend but resulted in 29% of its clicks. I captured video with my phone or used old footage; the Creative Services Manager completed the video editing.

Video Ads

The campaign featured six video ads distributed across pre-roll, YouTube, Facebook, Instagram, and Snapchat, complemented by print, radio, billboard, and digital display ads. I storyboarded each video, directed a contracted videographer during all shoots, and edited rough cuts. I also collaborated with the Creative Services Manager to create graphic assets that enhanced the videos' visual appeal.

Digital Display Ads

The campaign’s digital display strategy included list-based, behavioral, and geofencing tactics. While list-based and geofencing ads had a higher cost per click, they delivered outstanding return on investment. These approaches allowed me to track whether individuals who received the ads ultimately enrolled at the college, providing valuable insights into campaign effectiveness.

Traditional Ads

Print, radio, and billboard ads also encouraged people to take the quiz at pencol.edu/new.

Form Submission Response

Individuals who submitted a form on the campaign landing page received an autogenerated email with a clear call to action to schedule a "Get Started" appointment. Additionally, they were sent a personalized letter highlighting the program(s) recommended based on their quiz results. To make the experience even more engaging, the letter included custom-designed stickers created by the Creative Services Manager.

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HOW ARE YOUPROGRAMMED?