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Scottsdale Community College

Scottsdale Community College (SCC) is one of the ten Maricopa Community Colleges serving metropolitan Phoenix. Davidson Belluso was retained to conduct a marketing audit to review the college’s communications program and develop a campaign plan to reverse the projected 8% drop in enrollment. In spite of a limited budget and tight turn around, we initiated a new campaign theme leveraging existing photographic and video assets combined with motivational messaging that resonated with potential students.
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DEVELOP

Campaign Tagline

Davidson Belluso developed an uplifting and inspirational campaign theme targeting 18-24 year olds. The response oriented theme emphasized the concept of what one degree can do, especially when it’s a college degree – a powerful attractor for SCC’s target audience.

campaign headlines and imagery

We also developed campaign headlines and imagery showing the benefits of obtaining a college degree and attending Scottsdale Community College. All elements of the campaign–TV, radio, banner advertising and interactive–were linked through consistency in visuals and messaging.
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DEPLOY

Web Banner Campaign

Utilizing online advertising, we managed both pay-per-click (PPC) search and display ads that targeted SCC’s target audience. The goal was to drive traffic to the PPC landing page where potential students could learn more about SCC and the degrees they offer, and to request additional information. Completing the online form allowed SCC to contact potential students and start the enrollment conversation.

Facebook Advertising

We selected Facebook for SCC to advertise on because of its advanced targeting capabilities. Using Facebook the agency created ads to reach SCC’s target audience by zip codes, demographics and interest. The goal was to increase qualified leads with the end goal of converting more prospects into students while maintaining a low cost per acquisition.

Television Commercial

We used the client’s existing graphics and videography to develop a :30 TV commercial for local cable advertising. Keeping with the campaign theme, the TV spot used music with an upbeat tempo to attract SCC’s target audience.

Pandora Radio Spot

Advertising on Pandora allowed SCC to not only create awareness but drive traffic to its PPC landing where additional information could be requested. The campaign utilized Pandora’s targeting capabilities to deliver the right message to the right listener to help drive enrollment.

PPC Landing Page

To maximize online advertising efforts, we designed and developed a new PPC landing page for SCC by increasing the number of generated leads. To accomplish this the landing page was designed to mirror the campaign’s message and look and feel using clear and concise copy. A well-defined call to action was established and placed near the top of the page inviting potential students to learn more about specific programs SCC offers.

Redesigned Future Students Information Page

A critical web page was redesigned on SCC’s website where potential students would visit to gather information. Content was reorganized for better flow clearly identifying steps involved to register for college, discovering degrees and certificates SCC offers, and much more. The goal was to increase click thru rates from that particular web page to the online form where additional information could be requested. Using a well-defined call to action SCC saw a 2% increase in the click thru rate in just the first six weeks of the campaign.
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A+ RESULTS

More than doubled the amount of PPC clicks from the previous FY 2014-2015.
Decreased the cost-per-click average by more than half from the previous FY 2014-2015.
Increased conversions by 26% from the previous FY 2014-2015.
Lowered cost-per-conversion by 36% from the previous FY 2014-2015.
Saw a 2% increase in the click thru rate to the redesigned Future Student page online form within the first six weeks of the campaign.

The Bird Is The Word

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