San Mateo County Community College District

Digital Marketing

The San Mateo County Community College District (SMCCCD) had the passion and resources for helping underserved students but faced a 13.76% enrollment decline across its three institutions – College of San Mateo, Cañada College, and Skyline College. SMCCCD sought VisionPoint’s partnership to reverse this trend and address the risk of students being forced out of the county or compromising their potential due to economic pressures.

Serving the Underserved

VisionPoint crafted a unique strategy focused on three core goals: stabilizing enrollment, increasing representation among underserved communities, and elevating awareness and perception of the colleges. Recognizing the diverse student landscape, the strategy encompassed a variety of audience types, from traditional high school students and their parents to nontraditional adult learners and stopped-out students. A key priority was inclusivity, with a specific focus on reaching low-income, first-generation, and underrepresented minority students. 

Strategic Media Buys

The media plan was equally thoughtful, employing a blend of top-of-funnel investments for broad awareness and precision plays for specific audience segments. This involved strategic media buys in high-traffic areas, programmatic tactics, and geofencing and was backed by active optimization based on real-time results. The strategy ensured sustained impact across the enrollment journey by striking a balance between awareness and lead generation channels.

Unprecedented Enrollment Growth

The impact of VisionPoint’s partnership was nothing short of transformative. Districtwide, enrollment growth reached an impressive 16%. Cañada College witnessed a remarkable 35% increase in spring 2023 enrollment, with dual enrollment soaring by 200%. Enrollment campaigns on Facebook & Instagram produced 239 conversions in one month at a 35.36% CVR, representing more than a doubling of conversions compared to the previous eight months.

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