Case Study: Higher Education| Lackawanna College

The campaign aimed to boost Fall and Spring Semester inquiries across six campuses by targeting potential students and parents in specific zip codes for each satellite center using tailored creative. Messaging focused on Fall and Spring Semester, as well as main programs and career pathways that were priority for each location. Employing a full-funnel marketing strategy, we utilized high-funnel tactics like Paid Social, Programmatic Display through Amazon, OTT/Twitch ads, and Mobile Precise targeting to increase awareness, while mid-funnel efforts centered on Email Marketing and retargeting. Low-funnel strategies included Paid Search to capture high-intent traffic, with the introduction of Performance Max in February 2024. This allowed for placements across all of Google’s advertising channels - YouTube, Display, Search, Gmail and Maps - through a single, AI-powered, campaign. Despite its introduction and testing occurring late in the campaign, PMAX accounted for 29.1% of conversions recorded this fiscal year (July 2023 - May 2024).

This integrated approach resulted in 3,594 inquiries and 226 completed applications.