Challenge:
A Catholic university in the Midwest, the University of Saint Francis offers a distinctive liberal arts education. Interviews with numerous students and alumni show deep appreciation for the personalized learning environment, supportive faculty, extensive internships, Catholic values, and welcoming community.
Solution:
Calculate created an extensive digital campaign centered on the following themes:
- Quality of academics
- Career success
- Community life
- Affordability
- Transfer
- Catholic values
Ad and landing page content was developed via a storytelling approach, using the words of current students and successful alumni to sell the authentic value of the undergraduate experience. Prospective students were delivered ads on Facebook, Instagram, YouTube, Google Ads and via Programmatic Advertising.
Results:
The campaign ran for a total of 6 months, in the following stages: October/November; February/March; June/July. In total, it generated 110,382 clicks and 32,322 user actions, including the following leads:
- 1,181 Primary Actions: Direct leads (completed forms and/or phone calls) sent to Admissions
- 2,679 Secondary Actions: Clicks to apply; visit/tour; location/directions; clicks to institutional website
- 28,462 Tertiary Actions: Social comments, reactions, shares; video plays at 100%
Costs
- Cost per Click: $0.35
- Cost per Action: $1.19 (primary, secondary and tertiary)
- Cost per Direct Lead: $32.58 (primary)