The lead-generation page for CPTC's spring ad campaign. Check out the site for yourself
This page was built as the lead-generation page for our spring 2015 advertising campaign at Clover Park Technical College. The URLs we used on our various ads — billboards, bus panels, radio spots, coffee sleeves, Adwords and Bingwords — redirect to this page. The goal is to get people to select the programs they’re interested in and give us their email address so we can help connect them with the best educational resources to enrich their lives and careers, i.e., so we can market all over them.
Right now in our marketing budget we have enough money to do one of the following two things: 1) advertise or 2) measure how effective our advertising is. Since we couldn’t afford a true measure of how effective our advertising is — which would involve either a huge structural overhaul of how the college collects data or an expensive community survey on general awareness of our college — I thought I’d at least be able to get some info on the effectiveness of our advertising by putting a different URL on each type of ad (e.g., cptc.edu/spring on billboards, cptc.edu/start on bus ads) and then tracking how often each URL was used.
Guess what: very few people see an advertisement and enter the exact URL. So this page is basically functioning as our online-advertising landing page. Which is totally fine.
For previous ad campaigns, we just directed our online advertising to our homepage or to the specific program being advertised. But our homepage has so many different audiences — current students, prospective students, staff, the community, competitors hate-visiting our site — that it’s just not possible to have a clear, single call to action, which is what a good marketing site should have.
If a visitor comes to our site from our ad campaign, we know that they’re a prospective student. Actually: we don’t know who they are, but we only care about them if they’re a prospective student. If they’re a staff person or a current student or a competitor clicking on our ads just so Google will charge us: this site is not for them. Knowing that, we can design a site aimed only at prospective students. We can basically say: here’s what we offer, if you like it, give us your email address. Don’t want to give us your email address? Are you sure? Fine. Go to our website and check out our programs.
It turns out that directing users to a page specifically designed to do nothing except generate leads is roughly ten times more effective than directing them to our homepage. That is, for every 100 visitors we get to this page, we get ten leads, whereas before we would get just the one. If you are a Washington State taxpayer, you can send me a thank you card for optimizing the use of your tax dollars.