It’s Time
GOAL 1: HIGH SCHOOL SENIORS
• Postcards (2) sent to homes
• Digital ads targeted to households that received a postcard
• Personal letter following the start of targeted ads
And
• For those visit our website: Targeted custom display ads
TACTICS
MESSAGING
• For those in area of our feeder high schools: Targeted custom display ads when they search for defined keywords (Linn-Benton; LBCC; community college, and several others)
• For high school audience in general: Posts, Reels, stories, video and audio commercials on their favorite social media channels: Instagram, YouTube, and Spotify as well as on search engines
Focus on:
• It’s time! (Don’t Wait; College IS Possible; Dream to Degree)
• Transfer opportunities
• Relatable student experiences (you can do it!)
• Financial and other support for students (we can help!)
• Hybrid learning opportunities (we meet your needs)
• LBCC comparative advantages – special programs, etc
GOAL 2: PROGRAM PROMOTION
• Postcard to those who applied but never enrolled (approx. 5,000)
TACTICS
MESSAGING
• Search engine paid ads featuring each identified program: Mechatronics, Machine Tool, Welding and Pipe Fitting, NonDestructive Testing, Transportation Technologies (Auto/HED), Culinary, Apprenticeship, Fisheries and Wildlife, Public Health, Human Services, History, English
• Facebook carousel ads targeting 25+
• Retargeting ads to those who visit our website
• Keywords to target interested audiences)
• It’s time
• Dream to degree in two years or less! Or transfer to a university for less than it costs elsewhere
• State-of-the art training for a new career ….fast!
• One-of-a-kind programs (call out)
• Online and in-person/learn when you can
• Student financial and other supports
• Close to home
GOAL 3. EXPLORE LBCC EVENT
• Postcard
• Interest form to sign up for text and email reminders
TACTICS
• Landing page to include section on event (to be removed April 16)
MESSAGING
• One-stop-shop
• Virtual event that is interactive
• For new students…and friends/families
• Important dates/deadlines for financial aid and scholarships (only open scholarship app period before fall reg!)
a bright future now with LBCC Don’t wait — now is the time to apply for scholarships for all term 2021.
Postcards It’s time!
It’s time! Come
Join
Start
see why futures are bright with LBCC
us for our virtual open house Explore LB Thursday, April 15th
Display Ads
(viewer swipes through ads)
Facebook Carousel
(viewer swipes through ads)
Facebook Carousel
(viewer swipes through ads)
Facebook Carousel
Spotify Ad
Script
Young White female voice – month one early 20s Black male voice – month two early 20s Hispanic female voice – month three
It's time to think bigger. Linn-Benton Community College can help you start right now. With a degree at LBCC you can be careerready in just two years! College IS possible. Your future is waiting. Apply now and be eligible for incredible financial support and scholarships. LBCC. It's time.
Instagram Ad Samples
Campaign Results
• Total Impressions: 828,911
• Total Visits: 5,792
• Completed Video Views: 36,563
Pay-Per-Click (PPC) Performance vs Industry
• LBCC It’s Time average Cost-Per-Click (CPC) was $0.39 versus industry average $3.73.
• LBCC It’s Time average click-through-rate (CTR) was 27% versus industry average 3.5%.
• LBCC It’s Time average Cost Per Contact was $4, versus industry average of $72!
Facebook and Instagram Performance vs Benchmark
• LBCC It’s Time average Cost-Per-Thousand for custom audience was $20, versus benchmark of $15-$25,
• LBCC It’s Time average CPC for a Custom Audience was $2.48, versus a benchmark fo $1.50 - $2. This is the only benchmark we did not beat.
• LBCC It’s Time average CTR was .82% versus benchmark .70%.
Display Performance vs Benchmark
• LBCC It’s Time average CPM was $5, versus benchmark of $8-$12
• Note: We averaged 35 calls from PPC ads, per week of the campaign
LBCC Campaign Landing Page Visits
6,353 people visited the campaign landing page and 4,589 of these were new users to our website and continued to our apply or request information page.
