As a 2-year college, RCBC faces a late cycle consideration in comparison to the traditional 4 year college application process. Our goal was to move consideration and interest in RCBC as a practical solution, both financially and educationally, earlier in the admission cycle (January). We launched 1/1 with “New Year New You” campaign utilizing third-party targeting display to Parents with high school Juniors-Seniors. Mobile geo-targeting across 6 counties, integrate paid social media (FB & Instagram) and organic FB/Instagram/Twitter).
As a result, RCBC had a 9% increase in applications YOY, 44% increase in Web Traffic MoM and a
48% increase in Superior Bounce Rate versus what the category had.