Challenge:
Menlo College, an AACSB-accredited Business and Psychology institution in Silicon Valley, had a modest budget for a big goal: $7,300 to reach, engage and convert transfer students over the winter break.
Solution:
Calculate created, built and launched a digital campaign on Meta, Google Ads, and via programmatic advertising. Campaign messaging featured the words and experiences of a current transfer student incorporated into the themes of:
- Academic quality
- Alumni success
- Transfer scholarship
- Campus life/Guaranteed housing
Results:
The 5-week campaign yielded 4,945 clicks with users taking the following actions:
- 172 Primary (Direct) Leads: Completed forms and phone calls (sent to the Admissions team)
- 492 Secondary Leads: These are actions taken by the user that show they want to learn more—clicks to the institutional website; clicks to apply, visit/tour
- 255 Tertiary Actions: Clicks that show engagement via social media comments, reactions and shares
Costs:
- Cost per Click: $1.59
- Cost per Action (Primary, Secondary, Tertiary Actions): $8.77
- Cost per Direct Lead: $45.94