Challenge
Voltage partnered with Dordt College to increase campus visit day submissions by 25% year-over-year. Voltage learned that the most popular way to schedule campus visit days was by phone and 90% of the submissions were from students’ parents.
Voltage created a digital media strategy targeting students and parents, using Facebook, Google Search ads, and Google Display remarketing ads. Voltage created landing pages for each age with content geared more towards their interests. Then we monitored and optimized the campaigns with negative keyword matching, adjusting bids, promoting well performing keywords, A/B testing ad copy, QA landing pages, quality score review, and adding in extensions.
Solution
Voltage’s design team created the ads. We considered Facebook’s 20% text rule when creating the ads and knew from previous historical data that ads in the campaign with less text had higher click-through rates. Voltage A/B tested to see a higher click-through rate.
After both ads ran for two weeks, the winner was determined and ran for the course of the campaign. This on-brand and agile approach was very helpful for the creative aspects of the campaign.
“I think we can all agree that this is a marked improvement from years past. Thanks to all of you for leading here.” - Dordt
2019 SEMPO Global Awards
Best Social Media Campaign
2019 KCDMA AMBIT Award
Business-to-Consumer Integrated Marketing
2019 BMA Fountain Award
B2C Integrated Program
Results
The campaign was successful because it increased campus visit day submissions year-over-year by 75%. This exceeded the campaign goal by 200%! It also increased new users to the website, with over 79% of the sessions being visitors who had never been to the website before. Dordt was incredibly happy and said, “I think we can all agree that this is a marked improvement from years past. Thanks to all of you for leading here.”
Campus visit day submissions YOY
Campaign goal exceeded
Sessions from new visitors
