Case Study: Full Funnel Advertising in Higher Education
On the Mic Training (OTM) is a voice-over training college with locations in Vancouver and Toronto, Canada.
OTM offers a diploma program in voice-over acting, providing students with the opportunity to create a professional showreel and gain introductions to industry agents and talent scouts. The curriculum is specifically designed to launch students into their voice-over careers.
The college is led by Michael Daingerfield and Noel Johansen, both seasoned voice-over actors with extensive industry experience.
Background
While OTM had been using digital advertising to generate leads for their Diploma program, these efforts were not consistently filling their admissions pipeline.
Despite successfully filling current cohorts, they lacked a robust pool of potential candidates to keep their admissions team engaged and aimed to build a waitlist for their upcoming September cohort.
Solution
- Full Funnel Digital Advertising Strategy Development
- Cross Channel Paid Media Implementation
- Lead Generation Implementation
- Lead Quality Assessment
Binary & Co was engaged to develop a comprehensive admissions advertising solution from the ground up. The goal was to create a strategy that was not only immediately actionable but also scalable to accommodate future growth in interest.
This involved a thorough review of OTM’s existing admission process and the prospective student journey. Key differentiators identified were OTM’s ability to provide students with industry access and the confidence to develop their unique voice.
Following the review and strategy development, Binary & Co implemented a full customer journey approach to advertising, seamlessly integrating it with the admissions team’s sales cycle. The advertising program employed a combination of lead generation and awareness campaigns, featuring engaging video ads that highlighted the value proposition of OTM’s courses.
The admissions cycle was strategically mapped to guide potential students through online and in-person open houses, followed by personalized admissions planning sessions.
Over a four-month period, targeted advertising campaigns promoted open houses and admissions sessions for both the full-time diploma and part-time courses.
Binary & Co collaborated closely with the admissions team to assess lead quality. Furthermore, by directly integrating lead generation with OTM’s CRM system, a qualitative evaluation of the generated leads was also possible.
- 540 leads were generated for four different open house events.
- The cost per acquisition (CPA) for open house attendance was approximately $17 per lead.
- The initial cohort was filled, and the September cohort was on track to be waitlisted by the time this case study was developed.
- Significant interest was generated in part-time courses, resulting in 69 leads at a cost per lead of $12.
OTM is now well-positioned to generate sufficient interest to achieve a waitlist for their September cohort. Their admissions pipeline for the full-time diploma course is robust, and they are actively exploring strategies to increase enrollment in their part-time offerings.
What Next?
OTM is now well positioned to build their diploma program for the next few years. They have filled their upcoming cohorts and are looking to expand their program offering to more geographies.
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