Challenge
Driving awareness of their continuing education program in a crowded marketplace is a tough challenge for higher institutions like Central Penn. After assessing Central Penn’s goals, marketing needs and capabilities, JPL recommended a measurable, testable and adjustable Accountable Campaigns™ program. The program is designed to evolve, course-correct and add features to respond to the market with speed and agility.
Solution
JPL’s precisely targeted multimedia Accountable Campaign™ includes 30-second TV spots, social media ads and a hard-working site dedicated to continuing ed. The program allows various messages to be tested to keep them as timely, relevant and productive as possible. This focused messaging drove creative executions that produced highly qualified leads, while decreasing costs per lead. The solution does more than boost current business. It is also a valuable forecasting tool that has become so successful, Central Penn is applying it to other enrollment programs.
