Austin Community College increased Fast Track program enrolment using data-driven digital media to reach and convert prospects.
Austin Community College launched new Fast Track programs designed to deliver career-ready skills. Early enrolment was slow, and ACC needed to increase awareness, drive interest, and convert qualified prospects quickly in a competitive higher education market.
The primary objectives were to increase awareness of Fast Track programs, generate prospective student inquiries, reduce cost per lead, and drive measurable enrolment growth through scalable digital channels.
Using historical performance data, a targeted digital strategy was developed to reach qualified prospects efficiently. The media mix included programmatic display, retargeting, and paid social to guide users through the funnel from awareness to inquiry and enrolment.
The campaign delivered 134% enrolment growth from Autumn 2020 to Spring 2021, generated over 4,000 requests for information, achieved a $20 cost per lead, and delivered enrolled students at an average cost of $39, demonstrating strong efficiency and impact.
Leveraging historical data and a full-funnel digital approach allowed ACC to quickly scale enrolment for new programs. Focused targeting and efficient media allocation proved critical in driving high inquiry volume and cost-effective student enrolments.
