With another client, our challenge was to create a new and consistent look and feel for Heritage College to help drive enrollment across 10 campuses throughout the U.S. This was more than a fresh coat of paint-this was up-front research, brand building and alignment of all the key stakeholders. We developed a brand that transformed Heritage Collegeís story to shine the spotlight on the boldness and bravery of its students to better themselves and their communities.
In addition to the brand refresh, we were given the task to lift enrollment in three test markets by reallocating their TV budget to innovative digital efforts. The digital media mix included rich media display ads and mobile click to call ad units. The rich media ads allowed students to fill out contact information directly within the ad unit itself as a lead generation tool for campus recruiters, which increased online form fills by 116%. The mobile click to call ad units were purchased by daypart to run during each marketís call centerís hours of operation. Ultimately, we increased phone calls to Heritage Collegeís call centers by 90% and reduced their cost per lead by 90% simply by spending their budget on more efficient and effective media tactics.