Central Penn College needed enrollment support but found that outdated admissions processes and a changing marketplace made growing their numbers difficult.
Paskill was originally brought on to audit Central Penn’s communications flow and evaluate the admissions process, culminating with the creation of a marketing tool kit. This kit armed their admissions team with new messaging, key differentiators, training, and guidance to support recruitment efforts.
But then a bigger opportunity presented itself, one that would change the way Central Penn looked at their programming and student body.
The rise of the adult learner
After completing the marketing tool kit, Central Penn asked us to become their paid media partner. But their current recruitment strategy wasn’t working. It was time for a pivot.
We helped Central Penn shift their focus to supporting adult learners. They began targeting prospects in their 20s-30s looking to advance their careers. Central Penn offered many career-focused degrees and certificates in business and healthcare, including business administration, accounting, medical billing and coding, and dental assisting.
Finding the right prospects would take more sophisticated targeting. We knew how to set Central Penn up for success.
Better data, better decisions
We switched gears and focused our media on programmatic marketing, rather than casting a wide net. This helped us tailor our targeting for each individual program, while providing a steady, reliable flow of high-quality leads to the admissions team to act on and recruit for their most popular programs.
We created a dashboard to provide real-time performance data. The dashboard not only shows the effectiveness of our media efforts but gives insights into the strengths and weaknesses of their academic offering. This helps to manage costs and delivers accurate and actionable data, which Central Penn can use to make informed academic and financial decisions in an ever-changing marketplace.
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