Doubled Class Attendance

In the spring of 2012, the Physical Therapy Assistant program at Kent State University Ashtabula was attempting its second highly specialized certification class in as many years. This program was the only one of its kind in the country. The previous year’s goal for applications and attendance was not attained.

It was my intent to change the previous campaign manager’s strategy and use strictly digital communication rather than the large bulk mailing from the previous year. In doing so, we were able to triple the geographic location it was promoted to. Yes, one nicely-placed website news article helped as well.

I also spent half the money that was spent the previous year to reach these goals.

Using a highly reliable Email list and targeted digital advertising on Facebook and Google, we increased applications from the previous year by 150% and increased attendance 100%. Far surpassing the application goal and filling up the class.

By the way, this wasn’t your ordinary college class. The students who needed this certification were already certified athletic trainers and were busy professionals who had to travel to Ashtabula, Ohio several times during the course.

(Unfortunately, all of the resources for this campaign are no longer available.)