RFI Campaign | Paid Social
RFI Campaign | Programmatic Display
RFI Campaign | Paid Search
REQUEST FOR MORE INFO CAMPAIGN
Campaign Overview
For the RFI campaign, we targeted prospective students based on life events, keyword intent, actively viewed content, and web-browsing behaviors, with the objective of moving prospects through the consideration phase of the funnel and increasing lead generation. Creative and messaging were segmented across three core audiences including first-time-in-college (traditional), non-traditional, and returning (stop-out) students, and deployed across paid search, programmatic display, Meta (Facebook/Instagram), YouTube, Reddit, and LinkedIn. Prospects who engaged with ads and submitted an RFI were enrolled in a twelve-touch email and SMS text message nurture journey.
Results (Redacted)
Over a 12-month period, the campaign achieved multi-million digital impressions and drove tens of thousands of landing-page sessions, generating a mid-single-digit conversion rate from click to RFI submission. Paid media performance exceeded higher-education industry benchmarks for both click-through rate and cost efficiency across all major channels.
The campaign produced several thousand qualified RFI leads at a cost per lead significantly below benchmark, and contributed to hundreds of completed admission applications. Overall performance showed year-over-year growth of more than 7%, demonstrating improved efficiency, audience targeting, and downstream enrollment impact compared to the prior fiscal year.
RFI Campaign | Email and SMS Marketing Customer Journey
Paid Influencer Digital Campaign @fernsulantay
Paid Influencer Digital Campaign @60secondscholar
INFLUENCER CAMPAIGNS
I facilitated collaboration with paid social media influencers, Fernanda (@fernsulantay) and Zavier (@60secondscholar) to develop content creation for Seminole State College, providing a creative brief (college fast facts, key messaging, campus photos, and campaign goals) and selecting personalities for each campaign. Influencers created their own content including approved messaging and branded apparel/promo items.
RESULTS: Campaigns included 600K guaranteed impressions and hit 8.5% overall engagement rate (benchmark: 7.2%) with 51K engagements, and generated over 7K total link clicks each.
TOPGOLF CAMPAIGN
Digital campaign throughout the Topgolf, Lake Mary, Fla. facility with in-venue ad placement on TGTVs, display bay, and LED digital posters. Media buy included a guaranteed 2M rotations with over 3.5M viewed impressions of audience aged 18-34 with an annual HHI greater than $70K.
SUPPORTING HISPANIC STUDENTS & FAMILIES
Seminole State College of Florida is recognized as a Hispanic-Serving Institution (HSI) by the Hispanic Association of Colleges and Universities (HACU), with the college’s Hispanic enrollment at 25% of its total enrollment. Prospective students from Hispanic families value support from their familial influencers, such as parents, aunts/uncles or grandparents who may speak Spanish as their first language. It is imperative that we offer marketing to these families in their native language, so they may assist in decisions regarding higher education. We target users in our Hispanic communities with programmatic display, OOH digital boards, and YouTube videos in Spanish.
Supporting Hispanic Students Campaign | sem.st/hisp