8-Month Campaign That Drove 1,689 Actions at $23.09 Each

An 8-month, three-flight campaign across Meta, Google Ads, and programmatic display — covering academic quality, campus life, affordability, and transfer messaging — that generated 3.3 million impressions and drove 1,689 completed forms and phone calls at $23.09 per action.

University of Saint Francis 'Transfer for Value' campaign ad featuring a smiling transfer student in a USF sweatshirt, with the tagline 'Discover greater' and 'Since 1890.'University of Saint Francis

In 2026, the University of Saint Francis welcomed a new president and a 12.74% increase in undergraduate and graduate enrollment. Here’s one of four digital campaigns that Calculate created, built, and monitored for the university.

Overview

The comprehensive undergraduate campaign ran three flights between October 3, 2025-July 31, 2026, for a total of 8 months. Channels included Meta (Traffic, Custom Audience, and Retargeting), Google Ads (Search and Performance Max) and programmatic.

Messaging blended storytelling (students’ words and experiences) with institutional facts and centered on the following themes:

  • Quality of academics/Career and life success
  • Catholic mission and values
  • Campus life: activities, athletics, safety, and sense of belonging
  • Affordability/Value: scholarships
  • Transfer: scholarships, sense of belonging

Tactics included organic targeting (prospective students and parents) along with a targeted list of names and a retargeting campaign.

Results: Big Picture

  • 3.3 million impressions
  • 36,115 total clicks

Results: Actions that Matter

  • Primary actions: 1,689 completed forms and phone call clicks
  • Secondary actions: 2,587 clicks to apply, get directions, or visit the website
  • Tertiary actions: 1,503 social reactions, comments, shares on Meta

Cost and Efficiency

  • $23.09 cost per primary action
  • $9.12 cost per primary and secondary actions

The Right Blend of Channels

  • Meta delivered the lowest cost per click ($0.25) and generated 60% of completed forms
  • Google led in efficiency with a 9.85% click through rate
  • Programmatic builds awareness and reach, generating 966,180 impressions

Takeaways

Conversion forms move prospects into the funnel. It’s worth noting that Meta produced 60% of all form conversions (39% from a Custom Audience; 21% from Meta Retargeting/Traffic). In addition, 22% came from the campaign landing pages, so could have come from any of the channels.

Every core metric — impressions, clicks, and tracked actions — grew over the course of the campaign with no sign of leveling off. That, along with a $23.09 cost per primary action, shows room to scale. Continued investment in the strongest-performing channels, Meta and Google Search, positions this campaign to convert even more prospects without sacrificing efficiency.

What Could a Partnership Like This Do for You?

There's no one-size-fits-all playbook for enrollment growth — but there is a proven process. Schedule a free consultation and let's find out what's possible for your campus.