Case Study: Recruiting Adult Learners for Education and Training

Merced College

Location: Merced, CA
CollegeAPP Partner since 2019

Founded in 1962, Merced College—a public community college—is an integral part of the local community. Situated in the sunny heart of California’s agricultural Central Valley, they empower students through education and workforce training.

Background:

CollegeAPP has placed and managed six campaigns for Merced College since 2019. Merced’s outreach has consistently exceeded industry averages for engagement rate and cost-per-click. This case study outlines Merced’s current campaign starting in the Fall of 2023.

Channel + Creative:

CollegeAPP placed and optimized video ads created by the marketing team at Merced. Ads were delivered on the Meta platform.

Group of young women in athletic attire dancing and celebrating together at Merced College, with a blue sports banner in the background.

A person working with tools or equipment in a workshop or industrial setting, wearing safety glasses and a dark jacket.

The Results:

Merced’s engagement rate and cost per click beat both CollegeAPP and Industry Benchmarks.

Comparison table showing Merced College engagement rate at 7.03% and CollegeAPP average at 6.69%.

Comparison table showing Merced College cost per click at $0.21, CollegeAPP average at $0.69, and industry benchmark at $1.06.

*source: https://instapage.com/blog/facebook-advertising-benchmarks

261,967 Total Reach (Audience Size)
22,716 Total Clicks
18,416 Unique Link Clicks
Total Media Spend: $6,500

Top Line Results:

Additional Services

CollegeAPP provided data for various direct mail campaigns.

CollegeAPP partnered with Merced to deploy a canvassing software to fuel a door-to-door campaign. CollegeAPP provided home addresses of adults who had high probability of Intent to Enroll.