WHAT WE DID
We segmented the Transfer-In and Diploma-to-Degree student prospects, breaking them into subgroups (age 16-19 Transfer-In students coming from another college or university, and age 21-32 Diploma-to-Degree students coming from Humber or other institutions for degree completion) to drive channel decisions. Driven by behavioural data for each group, we wanted to reach prospective students and those who influence them in locations where they interacted daily.
We targeted all stages of the marketing funnel utilising paid social, search and programmatic display. We continuously optimized the campaign and adjusted the weighting of channels to drive the highest volume of traffic possible. We also pulsed the campaign to stay relevant in-market with our niche target and to reduce ad fatigue. Mid-way through the campaign, we broadened our Instagram target audience reach to connect with new prospects at the top of the funnel, and tested urgency in messaging on Google Search to create stronger CTAs.
