Cuyahoga Community College (Tri-C) stands as a cornerstone of accessible education in Northeast Ohio since 1963. With four campuses and numerous offsite locations, Tri-C offers a diverse range of certificate and degree programs, catering to over 40,000 students annually. More than just an academic institution, Tri-C empowers individuals to achieve their personal and professional goals through its affordable, flexible, and high-quality education. Tri-C worked to maximize ROI with their marketing campaign to showcase their unique value to the community.
Amidst a competitive landscape, Tri-C's unique value proposition shines through:
Affordability
Tri-C boasts the lowest tuition rates in the state, making higher education attainable for individuals from all walks of life.
Affordability
Tri-C boasts the lowest tuition rates in the state, making higher education attainable for individuals from all walks of life.
Flexibility
Students can choose from a variety of full-time, part-time, online, and hybrid learning options, ensuring education fits seamlessly into their busy lives.
Flexibility
Students can choose from a variety of full-time, part-time, online, and hybrid learning options, ensuring education fits seamlessly into their busy lives.
Job-Readiness
Tri-C programs are designed with industry needs in mind, equipping graduates with the skills and knowledge sought after by employers.
Job-Readiness
Tri-C programs are designed with industry needs in mind, equipping graduates with the skills and knowledge sought after by employers.
Transferability
Tri-C has created many transfer pathways/agreements to ensure seamless transfer of credits to four-year institutions. These pathways aim to save students both time and money while pursuing their educational goals.
Transferability
Tri-C has created many transfer pathways/agreements to ensure seamless transfer of credits to four-year institutions. These pathways aim to save students both time and money while pursuing their educational goals.
Crafting a Compelling Digital Strategy
Recognizing the critical role of digital marketing in reaching prospective students, Tri-C partnered with our firm to maximize ROI and develop a multi-faceted campaign encompassing various channels and objectives.
Crafting a Compelling Digital Strategy
Recognizing the critical role of digital marketing in reaching prospective students, Tri-C partnered with our firm to maximize ROI and develop a multi-faceted campaign encompassing various channels and objectives.
Campaign Highlights
Display advertising across national and local networks raised brand awareness to maximize ROI, with cleveland.com placements boasting a strong click-through rate (CTR) and exceeding the competitive benchmark.
Campaign Highlights
Display advertising across national and local networks raised brand awareness to maximize ROI, with cleveland.com placements boasting a strong click-through rate (CTR) and exceeding the competitive benchmark.
Program Specific Enrollment
Paid search campaigns drove significant traffic, with a remarkable 17.22% CTR for relevant keywords, translating to qualified leads for specific programs.
Program Specific Enrollment
Paid search campaigns drove significant traffic, with a remarkable 17.22% CTR for relevant keywords, translating to qualified leads for specific programs.
Financial Aid
Social media played a key role in educating students about financial aid options, generating over 58,000 clicks and fostering engagement.
Financial Aid
Social media played a key role in educating students about financial aid options, generating over 58,000 clicks and fostering engagement.
Flexible Study
YouTube TrueView ads showcased the flexibility of Tri-C’s learning options, achieving a high completion rate despite a moderate CTR. (Over 50% of the audience watched the videos to completion.)
Flexible Study
YouTube TrueView ads showcased the flexibility of Tri-C’s learning options, achieving a high completion rate despite a moderate CTR. (Over 50% of the audience watched the videos to completion.)
Performance Analysis
The campaign achieved an overall CTR of 1.69%, exceeding industry benchmarks and demonstrating the effectiveness of the chosen strategy. While some channels saw static or slightly declining CTRs compared to the previous quarter, creative refreshes and ongoing optimization efforts ensured positive performance. Notably, paid search delivered exceptional results with a high CTR, highlighting the effectiveness of targeting relevant keywords.
Performance Analysis
The campaign achieved an overall CTR of 1.69%, exceeding industry benchmarks and demonstrating the effectiveness of the chosen strategy. While some channels saw static or slightly declining CTRs compared to the previous quarter, creative refreshes and ongoing optimization efforts ensured positive performance. Notably, paid search delivered exceptional results with a high CTR, highlighting the effectiveness of targeting relevant keywords.
Looking Ahead
Going forward, we’ll continue to refine the campaign based on data insights and input and context from Tri-C to maximize ROI. A/B testing of ad creatives, optimizing landing pages for conversions, and leveraging emerging technologies like geofencing are key areas of focus. The ultimate goal is to maximize ROI, drive qualified leads, and ultimately, empower more individuals to achieve their educational aspirations through Tri-C.
This case study offers a glimpse into the successful digital marketing efforts undertaken by Tri-C. By highlighting its unique selling points and crafting a targeted, data-driven campaign, Tri-C continues to attract students seeking a brighter future through accessible education.
Ad Choices
