Interact’s Digital Mastery: Elevating RCCD’s Educational Outreach
The Riverside Community College District (RCCD), covering an expansive 450 square miles in Southern California, recently embarked on an unprecedented journey. With its forward-thinking noncredit courses being offered at Moreno Valley College, Norco College, and Riverside City College, the district aimed to launch a comprehensive campaign. This campaign, the first of its kind for RCCD, was designed to spotlight their new, tuition-free noncredit courses, aiming to amplify program awareness and drive enrollment rates.
Planning for Progress: How RCCD Increased Enrollment
The Riverside Community College District (RCCD) in Southern California launched an innovative campaign to promote their new, tuition-free noncredit courses across Moreno Valley College, Norco College, and Riverside City College. Facing a tight marketing timeline, RCCD partnered with Interact, resulting in a brilliantly tailored strategy. Their mantra, “Accessible. Short-Term. Tuition-Free,” highlighted the essence of the courses, resonating with potential students. The campaign’s success was monumental: RCCD not only extended a one-year grant to three years but also introduced a new role, the Executive Director of Adult Education and Community Initiatives, to further the program’s reach and impact. This initiative exemplifies how strategic collaboration and precise messaging can revolutionize educational outreach.
RCCD’s Innovative Campaign Strategy: A Snapshot
Riverside Community College District (RCCD) revamped its campaign approach to effectively promote short-term noncredit courses. Here’s how they did it:
- Website Refinement: The landing page was enhanced with a potent inquiry form. Instead of just viewing schedules, students now enter a drip campaign, receiving regular updates on new classes.
- Expanding Audience Reach: Paid lists were expanded to form ‘lookalike audiences’ on social media. With leads from the inquiry forms and tracked engagement, the reach was amplified, leading to impressive metrics:
- 58,100 clicks
- 557,000 video views
- RCCD’s cost per thousand impressions: $10-$12 (Industry average: $20-$25)
- Pay-Per-Click (PPC) Optimization: Keywords from inquiries influenced PPC campaigns, with ads tailored to current offerings. RCCD’s average PPC cost was $1.40, compared to the industry’s $4.18.
- Unified Branding: Interact’s team designed adaptable campaign templates, incorporating branding elements from all three colleges. This fostered district unity while simplifying the student onboarding process.
- Effective Media Buys: Interact’s diligent media buying, combined with consistent reporting, led to a staggering 7,030,000 impressions in 2021-2022.
The combined efforts transformed RCCD’s advertising approach, achieving unparalleled success in promoting noncredit courses.
Research
Leveraging a robust, data-driven approach, RCCD and Interact transformed noncredit course marketing. By analyzing inquiry form keywords, they fine-tuned their PPC campaigns, achieving an impressive cost of just $1.40 per click. Their research also led to the creation of ‘lookalike audiences’ on social media, ensuring precise demographic targeting. This meticulous attention to research and data not only resulted in a whopping 7,030,000 impressions for the 2021-2022 campaign but also set a benchmark in cost-effective, research-backed marketing strategies.
Creative
Interact designed versatile campaign templates that resonated with the district’s identity while catering to individual institutional nuances. This unified yet customizable branding approach not only amplified district awareness but also streamlined the student conversion process. The result? A harmonious blend of creativity and strategy that left a lasting impression on potential students.
Writing
The crafted narratives, tailored messaging, and compelling calls-to-action were central to the campaign’s success. The writing, both persuasive and relatable, seamlessly communicated the value of RCCD’s noncredit courses. By blending data-driven insights with evocative storytelling, the written content effectively engaged potential students, driving both awareness and enrollment. This collaboration stands as a testament to the power of expertly penned content in the digital marketing landscape.
Strategy & Digital Media Buy
Navigating the intricacies of the digital realm, we pinpointed optimal media placements, ensuring expansive reach while delivering exceptional value for the budget. Our media buy strategy alone culminated in a staggering 7,030,000 impressions for the 2021-2022 campaign. And with costs as low as $10-$12 per thousand impressions, we consistently surpassed industry averages. Our work with RCCD stands as a testament to Interact’s expertise in merging strategic acumen with superior digital media procurement, redefining benchmarks in educational marketing.
Campaign Creative Gallery
