HIGHER EDUCATION

Columbia College
Columbia, MO + Satellite Campuses Nationwide

A strategic shift from fragmented local media to national cable that drove a 70%+ increase in enrollment leads within the first 3 months.

0%+
LEAD INCREASE YOY

3 Month

Initial Campaign

National

cable Strategy

OVERVIEW

Ramping Up Enrollment Across the Country

In 2018–2019, Columbia College — based in Columbia, Missouri, with several satellite campuses nationwide — was looking to significantly increase enrollment for both virtual and on-campus programs entering the 2019 year. Previous media efforts had been fragmented, with local and cable TV purchased across several markets and primarily focused on recruiting students to the main campus. The college needed a broader strategy to reach prospective students wherever they were.

We’ve planned and bought media for some of the most recognized names in the country — and we bring that same level of strategy and precision to every client we serve.

Client Columbia College
Industry Higher Education
Market National
Scope Multi-Campus
Services National Cable TV
THE STRATEGY

From Fragmented Local to Focused National

Columbia College had been buying local and cable TV across multiple markets — a fragmented approach that limited reach and made it difficult to scale. We recommended a fundamentally different strategy.

We’ve planned and bought media for some of the most recognized names in the country — and we bring that same level of strategy and precision to every client we serve.

RESEARCH

Competitive Analysis & Rationale

We analyzed what competitors in higher education were doing with media and identified a clear opportunity. Research showed a national cable approach would deliver broader reach at a more efficient cost than fragmented local buys.

EXECUTION

National Cable Network Plan

A national cable plan targeting networks that indexed highest against A18–34 — including MTV, E!, Freeform, ESPN, and similar networks where prospective students were already watching.

THE RESULTS

70%+ More Leads — In Just 3 Months

The initial campaign ran for just three months. Over that span, applicable leads increased more than 70% year-over-year compared to the previous fragmented approach. The increase in activity was so significant that Columbia College needed to bring in additional personnel to handle the volume — a clear signal that the strategic shift from local to national was working.

We’ve planned and bought media for some of the most recognized names in the country — and we bring that same level of strategy and precision to every client we serve.

0%+
LEAD INCREASE YOY

3 Month

Initial Campaign

New Hires

NEEDED FOR VOLUME

MORE RESULTS

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