Reaching More Students Through Media Efficiency 

Our Assignment

Austin Community College District (ACC) is a recognized institution in the competitive higher ed landscape of Central Texas. In order to enhance the productivity of their media spend, drive more relevant traffic to their website, and achieve a more efficient cost-to-conversion ratio, they knew they needed an agency partner with a strong understanding of the community college student profile. They brought Steel Advertising on board to make it happen.

Here’s how we did it

To meet ACC’s goals, we hit the ground running with analysis of their past performance. Using our knowledge of successful strategies for higher education, we crafted a detailed media plan spread throughout the year, targeting key enrollment periods and highlighting different programs of study.

To drive traffic to ACC’s website and encourage engagement, we optimized against multiple calls-to-action (CTAs), including “learn more,” “request info,” and “register now.” We managed and trafficked ads for a large number of campaigns, each layered with the complexities of frequently changing creative and program-specific ad versions.

Once tracking systems were established, we monitored performance closely with regular adjustments to our approach for optimization. Through weekly updates and custom reports, we provided ACC’s leadership team with clear and easy-to-understand metrics, enabling them to make informed decisions and comprehend the collective impact of these efforts.