How Noetic Successfully Launched a Newly Founded Institution
CASE STUDY
ALPHA CAREER COLLEGE
Overview.
Alpha Career College is a Toronto-based private career college. It strives to provide students with the highest standard of education possible at an affordable price, propelling their careers forward while supplying the Canadian healthcare and social work sectors with thoroughly trained professionals. In addition to its educational programs, Alpha Career College offers career development training and guidance.
Being newly founded in 2021, Alpha Career College understood the challenges it would face due to a lack of brand awareness and reputation. They were eager to begin marketing their new institution but did not have the time to deal with the cumbersome nature of traditional marketing. Appreciating the agility of digital marketing, Alpha Career College reached out to Noetic Marketer, partnering with us to launch and manage its online presence.
Timeline: June 2021 - February 2022
Location: Toronto, Ontario
Industry: Education
Goal: Generate a significant volume of qualified leads interested in Alpha’s programs
644
Qualified leads delivered across the three initial programs (June 2021 - February 2022)
535%
Better average conversion rate than the industry average (unbounce.ca)
54%
Lower average cost-per-acquisition than the industry average (linchpinseo.com)
The challenge.
Alpha Career College was a newly launched institution with little to no brand awareness, online presence, or reputation. Furthermore, due to its recent founding, it was ineligible for provincial student loans. As such, the challenge was to develop a comprehensive digital marketing strategy from scratch that would successfully target and convert prospects ineligible for provincial student loans.
01
Develop brand awareness, online presence, and reputation.
02
Target prospective students who were ineligible for provincial student loans.
03
Convert leads to trusting students willing to enroll at the newly founded institution.
The solution.
Due to its recent founding, Alpha Career College was ineligible for provincial student loans. As such, it would be very difficult for it to compete against colleges offering similar programs that were eligible for provincial funding, as students would be able to enroll with their competitors for a far lower cost. Thus, our strategy was to develop niche messaging and targeting focused on international students who were not eligible for provincial student loans. By doing so, the issue of not having access to provincial funding became mute, and the likelihood of our campaigns converting would be far greater.
From there, we developed unique assets and funnels for each of Alpha’s three programs, focusing heavily on retargeting campaigns featuring alum testimonials—a strategic approach to solidifying Alpha Career College’s reputation. Finally, we leveraged Alpha Career College’s partnership with their staffing agency, Alpha Resources Ltd., which gave students the unique opportunity to receive work placements while enrolled and after graduation. This strategy was implemented across multiple channels, including Facebook Ads, landing pages, e-brochures, and email marketing.
Facebook Ads
Specific campaigns with distinct messaging and targeting were created for each of Alpha Career College’s three initial programs.
Retargeting ads were heavily used within each campaign, helping establish Alpha Career College’s reputation and providing a realistic view of what prospective students could expect to achieve with the program.
Finally, we used a mix of interest-based audiences and lookalike audiences driven by AI (artificial intelligence) to further assist with the detailed targeting required for each campaign.
Landing Pages
Program-specific landing pages were drafted to complement each of the three Facebook ad campaigns. While distinct messaging was used for each page respectively, a general theme was to focus on helping others and establishing oneself in the Canadian market - two key messaging characteristics that we determined to be highly influential.
Finally, all three landing pages were optimized for form submissions, Alpha’s preferred way of receiving information from prospective students.
E-Brochures
E-brochures for each respective program were created to provide prospective students with easily accessible information about the program they were interested in.
Each e-brochure was also used as a lead magnet, enticing prospective students to provide their information to access the program’s e-brochure. This contact information was then used to target individuals via email marketing.
Email Marketing
Implementing email marketing allowed us to remain in contact and top-of-mind with prospective students, encouraging them to take the next step in their journey to enrolling at Alpha Career College.
Email marketing proves especially important for higher education institutions, as the purchasing process is atypically long. This means institutions must try to remain relevant while prospective students consider their options over a long period of time.
The content.
The results.
The following results were achieved by developing and executing a detailed digital marketing strategy.
644
Qualified leads delivered across the three initial programs (June 2021 - February 2022)
535%
Better average conversion rate than the industry average (unbounce.ca)
54%
Lower average cost-per-acquisition than the industry average (linchpinseo.com)
The analytics.
The feedback.
“Noetic Marketer has been a joy to work with! They are professional, responsive and hard-working. We have a lot of experience working with marketing companies, but we can confidently say that this has been our best experience to date. All their work is of extremely high quality and done accordingly to agreed deadlines.”
Alpha Career College
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