We love to create opportunities to better reach our client audiences, whether that’s starting from scratch or rethinking an existing campaign. For Ivy Tech Community College, we did the latter with refreshed ad creative directing to new, targeted landing pages.

The purpose of the new ads was to continue to support each step of the student journey—from exploring and researching programs, to applying, to registering for classes. We took a fresh look at how the client brand could be applied with animated ads showcasing real Ivy Tech students and alumni in a variety of classes & careers. And, created ads geared to each student audience—traditional-aged students and adult learners. Pops of color, a graphic use of the logo, and messaging demonstrating that Ivy Tech is a college that fits your life served to engage prospective students. Our click through rate in Meta increased 79% in the first month of the new ad launch, compared to the prior month.

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  Apply Now Landing Page
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  Register Now Landing Page
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  Apply Now Landing Page
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  Register Now Landing Page

But, we didn’t only refresh the digital ads. Prior campaigns had been directing students to utilitarian pages on Ivy Tech’s website. We created dedicated landing pages for two stages of the funnel—Application and Registration—so we could better motivate students to take the desired action. These new landing pages were given a clean, modern look that matched the recent refresh of ivytech.edu for cohesion across all digital experiences. Strategically, the Apply Now landing page showcased key benefits of Ivy Tech, programs to help with career exploration, and numbered steps to guide prospective students through the application process. On the Register Now landing page, we combatted potential barriers for students—such as paying for school, juggling school with work and family, and flexibility & timing of classes—upfront to overcome any hesitations about taking the next step. We also included numbered steps of the registration process to make it easy for them to complete the final step in the student journey. After just 5 months, clicks to register increased by 104.871%.

This campaign, as in past years, was created to drive exploration and leads and to generate applications and registrations. Sometimes the goal stays the same, but the creative needs to take a fresh approach to better serve that goal and where the client’s brand is today.