Wallace State Community College
SEM, Display with Geo-targeting and RRM, Content Marketing
Helped grow enrollment overall as well as in specific major programs such as Horticulture, App Development and Polysomnography
Case Study:
Wallace State Community College
Wallace State Community College is a community college in Hanceville, Alabama and offers a variety of associate degrees. Not only are they a great school but they also offer many resources to the community including the free admission Evelyn Burrow Museum that is located on campus. Alabama Media Group’s partnership with Wallace State started with just a 3-month enrollment awareness campaign and has grown into a fully comprehensive digital strategy.
Solutions
SEM, Display with Geo-targeting and RRM, Content Marketing
Digital Display
The digital awareness campaign starts with sending Wallace State’s message to a strategically designed target audience of future college students. Paired with Responsive Rich Media ads that expose the user to video, users were then re-messaged with display ads on the extended network. In addition to standard digital display and responsive rich media ads, geo-targeted ads were also served to high schools and graduation ceremonies within Wallace State’s target districts of Cullman and Oneota.
To define our entrepreneur & business decision maker audience, we take into account:
- Exclusive, first-party data (information collected by AL.com and affiliates that looks at what a user is reading, commenting on, and where they are located)
- We combine this with third-party data (information from outside data sources such as purchase behavior, household income, employment, etc.)
Search Engine Marketing
Alabama Media Group launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo!, in Cullman and Oneota. When users make relative searches of colleges in these areas, they are served a Wallace State SEM ad.
Alabama Media Group closely tracked performance indicators and optimized the campaign accordingly through ad copy and bidding adjustments.
Content Marketing
Content marketing was deployed in the form of sponsored content in order to tell a deeper story to potential students and convey what sets Wallace State apart from other similar colleges.
Results
Through constant monitoring, ongoing campaign optimization, and regular face-to-face meetings to discuss campaign performance and evolving short-term and long-term goals, Alabama Media Group was able to achieve the following within a six-month period:
Campaign Highlights:
Relationships Matter
Building partners for life
Client Testimonial
“Client testimonial. ”
Client Name | Title
Account Manager Testimonial
“Account Manager Testimonial. ”
Name | Account Manager
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