RFI Campaign | Paid Social
RFI Campaign | Programmatic Display
RFI Campaign | Paid Search
REQUEST FOR MORE INFO CAMPAIGN
For the RFI campaign, we focused on identifying and targeting prospective students based on life events, keyword searches, actively viewed content, and web browsing behaviors. The campaign objective is to move prospects through the consideration phase of the marketing funnel and increase lead generation. Creative targeted three consumer audiences: first-time-in-college (traditional), non-traditional, and returning (stop out) students and ran on paid search, programmatic display, Meta (Facebook/Instagram), YouTube, Reddit, and LinkedIn. Once users clicked on the ad, visited the designated landing page, and submitted a request for information form, they were entered into a twelve-part email and SMS marketing customer journey.
RESULTS: Between July 2024 and June 2025, the RFI digital campaign garnered 6.5 million impressions, drove 26K landing page views (sessions on seminolestate.edu), 113K clicks at $.63 cost-per-click (CPC) and 1.7% click-through rate (CTR), and accounted for 5,103 RFI leads at $14.08 cost per lead. The campaign also delivered over 800 admission application submissions – exceeding both 2025 industry benchmarks across all available metrics and showing growth over last year (increased 7.1% YOY from FY24-25).
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