INCREASING STUDENT ENROLLMENT
GOAL: Build a unified brand for the Technical College System of Georgia (TCSG), increase awareness statewide, and grow student enrollment across dozens of campuses, while lowering marketing costs per enrolled student.
KPIs: Growth in student enrollment across TCSG campuses, reduced cost-per-enrollment through digital advertising.
STRATEGY: AMP developed a cohesive brand identity for the entire system and implemented a centralized digital marketing strategy, replacing previously fragmented efforts by individual campuses. The campaign integrated updated digital infrastructure with audience segmentation and tailored messaging.
IMPLEMENTATION:
- Developed new branding and unified messaging across all campuses
- Built new websites with streamlined online enrollment functionality
- Conducted research to segment core audiences into:
- High school students
- Parents of high schoolers and young adults
- Adults seeking career changes
- Delivered targeted messaging to each group via digital-first channels
- Executed a strategic media mix of:
- Digital video
- Native display ads
- Social media platforms
- Used AMP’s in-house digital strategy and ad-buying expertise to optimize spending efficiency and maximize reach
OUTCOME:
- Enrollment increased by 6,000 students year-over-year—setting a system record
- Parental favorability and student awareness significantly improved
- Reduced cost-per-enrollment to $477—less than half the original $1,000 goal