when we met
SUNY Plattsburgh, a higher education institution located in upstate New York, was struggling to raise its awareness and reputation among high school and transfer students, parents, and high school advisors. The school recognized it needed a more interactive way of reaching and engaging with prospective students.
they asked us
The school tasked Conversation with changing its perception and increasing the number of quality applicants. Our goal was to encourage enrollment through representation of student life, experiences, and opportunities.
so we answered
In order to find and feature the best attributes SUNY Plattsburgh has to offer, we decided to go straight to the source – the students. We conducted nearly 15 interviews with students of varying ages, backgrounds and interests. Our strategy was to allow these students to personally express their love for the school. We transformed their thoughts into a fully integrated campaign including:
- online banner display ads with a link to the website, website landing page sliders, Google search engine marketing, a Spongecell video unit, Pandora radio spots
In the end, we delivered the most successful integrated campaign in the college’s history. Our web campaign produced over 60 million impressions and over 52,000 clicks online and the landing pages drove 26% of total traffic to the “Apply” page. Our due diligence around the landscape and competitors’ campaigns allowed us to optimize our copy development, resulting in the lowest cost per click ever of only $1.07. Through engaging creative and design, our display ads had an average click-through rate of 0.08%, which was 33% above the industry average. Lastly, the radio spots we developed received a bronze medal at the 27th Annual Educational Advertising Awards.