Case Study – Social Media & Google Campaign
Awareness And Enrollment Campaign
Campaign: New Student Enrollment
Client: Columbus School of Practical Nursing
The Columbus School of Practical Nursing is a nationally accredited LPN training program offered through the Columbus City Schools Department of Adult and Community Education. After 60 years of excellence in nursing education, the program experienced a significant decline in enrollment and called upon Linear Creative to help fill their class seats. Because diversity was important to our client, our strategy had to include ways to connect with different groups of adults looking to improve their futures.
Scope Of Work:
The original scope of work was for a period of three months and included the development of three landing pages, paid Facebook and Google Adwords PPC ads.
Communications Plan And Budget:
With an initial budget of $2,000 a month, we developed a campaign targeted at specific population groups. One of those population groups were males who typically had not enrolled in the past. By conducting surveys with existing students, we were able to determine the main reasons they chose the nursing school. This helped us create messaging that focused on affordability, financing and 12 months to completion. To add authenticity and help prospective students picture themselves as nurses, we featured real students in the campaign and shared their success stories.
Within the first four months, the school experienced almost 50% increase in enrollment. We learned the digital ads and landing page yielded better results than the use of print ads. In less than six months, we were able to almost double student enrollment and gain a 80% increase in male students. With yearly tuition fees of $15,000, the school’s revenue climbed by $270,000 during the fall enrollment period. Linear Creative earned the ability to continue marketing the nursing program on an ongoing basis.
What The Client Is
“ Almost as soon as we turned our digital marketing efforts over to Linear Creative for the Columbus School of Practical Nursing, we saw a DRASTIC INCREASE in our enrollment numbers over previous years.”
Mindy Bobich, | Practical Nursing Admissions/Communications Coordinator, Columbus School of Practical Nursing