Shelton State Community College is a public community college in Tuscaloosa, Alabama. Operated by the Alabama State Department of Postsecondary Education, Shelton is one of the largest two-year colleges in the state.

Key Campaign Objectives

  • Increase interest for Shelton State in their primary service area counties: Pickens, Tuscaloosa, Hale and Bibb.

  • Drive more high quality traffic to the website

  • Increase enrollment numbers for numerous programs

Solutions

Digital Display

Digital Display on AL.com

The digital awareness campaign starts with sending Shelton State’s message to a strategically designed target audience of higher education intent (parents, seniors) located in Pickens County, Tuscaloosa County, Hale County and Bibb County.

To define our higher education intent audience, we take into account:

  • Exclusive, first-party data (information collected by AL.com and affiliates that looks at what a user is reading, commenting on, and where they are located)
  • We combine this with third-party data (information from outside data sources such as purchase behavior, household income, employment, etc.)

Extended Reach Display

Extended Reach Network

Ads were delivered to same target group on an extended network with creative focusing on online programs and the application process.

Social Media Marketing

Social Media Marketing

Facebook and Instagram were utilized to reach potential students for one of many programs offered at Shelton State. The creative was focused on the application process.

Paid Search (SEM)

Paid Search (SEM)

Ads were delivered to those who were actively searching for educational programs offered by Shelton State on Google and Bing.

Results

Through constant monitoring, ongoing campaign optimization, and regular face-to-face meetings to discuss campaign performance and evolving short-term and long-term goals, the campaign was able to achieve the following:

  • 4,133 highly targeted website visits from campaign

  • 401,296 impressions

  • Click through rate of campaign is .37%, more than 2x higher than the benchmark of .08%.

  • Users have increased 25-54% Y.O.Y. in targeted geography.

“In addition to consistent and creative messaging, our team at AMG Higher Ed. brings stellar insight to communication at Shelton State. They are committed not only to our institutional goals, but also to personal connection and a unique plan for optimizing our budget. We are incredibly grateful for their expertise.”

Lisa Waldrop, Shelton State Community College

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