This past spring, Tusculum College in Greeneville, Tenn. was looking to accomplish what many colleges want to see: to increase campus visits. Using Capture Behavioral Engagement (CBE), they found a way to reach out.
Tusculum used CBE to display a toaster to anonymous visitors who came to admissions-related pages on their website. The toaster — a small, concise ad that rises from the bottom of the screen — promoted a campus visit, and also offered a free t-shirt and backpack as an incentive to attend.
Studies have shown that making such offers improves click-through rates, and this toaster followed that trend.
The message was displayed four times to each unique visitor, or until the image was clicked. Clicking on the toaster took the visitor to a preexisting landing page that provided additional information about the open house for students and parents, as well as a registration form.
Tusculum first ran this campaign for an open house they held on March 19, and after that campaign they used a second toaster to promote another open house on April 2.
How did they do?
During the two-week campaign for the open house on April 2, the toaster was shown to 1,415 unique visitors, an average of 2.3 times. Of those visitors, 109 individuals clicked the link—a 7.7% conversion rate.
Several good ideas — technology met free t-shirts — made their way into this campaign. Capture made use of the most up-to-date marketing techniques we could to get Tusculum the results they wanted.
By Sean Hill, Senior Content Writer, Capture Higher Ed