Challenge
Generator supports enrollment initiatives across 19 Commonwealth Campuses, from lead generation to application submission.
Campaigns are geo-targeted around each campus and focus on coverage across Pennsylvania exclusively. Having already scaled historically efficient channels and tactics, new avenues were sought to continue YoY growth in enrollment contribution.
Insight
While enrollments had come predominantly from desktops, an increasing volume of high engagement sessions were attributed to mobile phones.
As the admission process evolved and a new mobile friendly RFI form was rolled out, the opportunity to increase the emphasis on mobile-first touchpoints was clear.
Idea
Increasing Application Submissions At Scale
19 campuses were divided into three groups based on past campaign performance and media consumption. One group was identified as a representative of the average and used for testing prior to rolling out new technology and partners across all 19 areas.
Google Discovery (now Demand Gen) was selected for its ability to leverage learnings from high converting keywords identified through paid search and social audience high engagement segments.
This tactic served ads across multiple placements on mobile devices, reaching an audience likely to scroll, watch video and discover content, and giving them the opportunity to engage with Penn State’s enrollment campaign.