THE CHALLENGE
Pennco Tech is a premier vocational school offering a spectrum of accredited training programs including Automotive Technology, Diesel and Collision Repair, HVAC, Plumbing, Electrician, Medical Assistant, and Pharmacy Technician.
As Pennco Tech broadened their curriculum to help meet the exponentially growing workforce demand, they also needed to increase enrollments for all programs. Their marketing program was focused solely on Google Paid Search. This alone was not sufficient for providing the clarity needed to understand how prospects really engaged with their brand. It also raised their cost per lead and thwarted their efforts to grow student volume at the pace they needed to scale.
GOALS
Drive awareness of new vocational programs
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Increase enrollment starts
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Achieve stronger actionable insights
THE STRATEGY
NJ Advance Media recognized the need to diversify the marketing mix for greater reach and success. Our digital experts recommended a comprehensive, layered strategy because every stage of the marketing funnel is vital.
Utilizing organic search (SEO), paid search (SEM), Digital Display, Content Marketing, Social and Video, we introduced a highly targeted, comprehensive plan to reach their desired target audience. Our digital experts provided ongoing report on audience engagement from the very top of the student journey funnel to the very bottom. Working in concert with these channels, Website Management helped ensure SEO effectiveness and high-quality creative design strategy provided effective digital, video and infographic assets.
As a full-service agency operating as an extension of Pennco’s marketing team, NJ Advance Media’s digital experts also consulted on their lead management, distribution, and onboarding by school location. We evaluated the student onboarding calls to be in sync with buying trends across each campus and specific media channels. We also provided statistics on the likelihood for success for introducing new class programs.
THE RESULTS
Q1 – Q3 2021 YOY vs Previous Vendor
+36%
Lead form completions
+13
percentage points in close ratio
+58%
in enrollment starts
Check out the compelling creative, developed to help propel Pennco Tech’s enrollment goals.
Since our first meeting with NJ Advance Media they have provided ongoing, valuable insights on how to gain more brand awareness, increase our quality lead flow and drive stronger enrollment trends. We have a team of dedicated experts who truly care about our success and we are extremely happy.
— Jason Hobyak | Vice President, Pennco Tech