Year-over-year enrollment increases of 6.7%
When Tompkins Cortland Community College (TC3) approached us to increase student enrollment numbers, our mission was clear:
What transpired over three years of targeted campaigns resulted in TC3 ranking as the sixth best in single-year growth among New York state’s 35 community colleges in 2023.
We begin with research, interviewing key stakeholders across TC3, including students and heads of various programs and departments, to understand what makes a TC3’er different. By delving into the psyche of our target audience – mainly Gen Z – we were able to craft a campaign direction that resonates authentically with them.
I really liked knowing TC3 was leading to a good job.
- TC3 student
GenZers, with vast amounts of information at their disposal, are more pragmatic than previous generations.
- McKinsey & Associates
Our key insights centered around several key themes regarding what to promote, but more importantly, how. We noticed those who came to TC3 were impressed by how quickly they could transfer to a 4-year school or get into a paying career. Additionally, many students post-pandemic knew they could come to TC3 as an escape from urban life, boasting comfortable on-campus housing and a robust support system that empowers students to excel. The possibility of starting something new was a real highlight to current TC3 students
To build TC3’s first digital strategy, we began with a Google Search campaign targeting regions completely outside of the counties of Tompkins and Cortland. NYC and the surrounding boroughs served as our primary geographic area. We meticulously tracked various metrics, including scheduled visits, clicks to admissions, emails, and event registrations.
- Dr. Amy Kremenek, President of Tompkins Cortland Community College
For 2022, we observed that increasing our budget allocation towards top-performing campaigns boosted search impressions and enabled us to target specific phrases with higher conversion rates, particularly within Tompkins and Cortland counties. Our comprehensive campaign included:
This mix was designed to expand reach, maximize engagement, and test various channels.
In our ambitious 2023 campaign, we set out to redefine TC3's marketing strategy, expanding our reach even further and maximizing engagement across various channels.
We designed all new ads and video content, employing dynamic editing techniques and TikTok-style content to create engaging narratives that resonated with students.
We prioritized in-county engagement while reaching out-of-county audiences, with a focus on adult learners for 2023. Tailored efforts were directed toward specific programs such as Chemical Dependency Counseling, Computer Information Systems, Business Administration, and Human Services.
In Enrollment
The results of our digital campaigns were transformative for TC3. Notably, the college recorded year-over-year enrollment increases of 6.7%, ranking as the sixth-best in single-year growth among New York state’s 35 community colleges in 2023. Our efforts yielded impressive metrics, including significant increases in scheduled visits, clicks to admissions, email engagements, and direct applications for admission.
Through this campaign, we learned the importance of continuous refinement and adaptation. Incorporating new programs into our ad campaigns and expanding our targeting tactics were key to our success. Additionally, dedicated landing pages and strategic budget allocation towards top-performing campaigns proved crucial in boosting conversion rates.
In December 2022, compared year over year, the Digital Enrollment Campaigns delivered:
New York City traffic up 76.49% yoy (5,300 vs 3,003)
Overall website traffic increased 7.86% yoy (53,591 vs 49,685)
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