CollegeAPP identifies adults with educational intent through large sample surveys and machine learning predictive analytics.
P20 wants to identify these adults and to increase their awareness about their financial aid opportunities for public and private training providers in the region as tuition and related costs represent one of the largest barriers for our adults to pursue their academic and career goals.
This data platform has been a key component of the NCReconnect program. However, this partnership between P20 & CollegeAPP allows us to expand the recruitment beyond stop-out lists to focus on the broader adult prospects that may have never attended a postsecondary institution, that may be looking for programs outside of their last academic focus area, etc.
We will identify the adults in our four-county region with intent using CollegeAPP and target Meta ads* in a winter 2025 and fall 2025 ad campaign that will focus on NextNC and Need-Based Scholarships. The winter campaign will target individuals with an intent to enroll in a community college, with the fall campaign targeting those with an intent to enroll in a university
*The CollegeAPP Intent to Enroll Models and the expertise of their Digital Marketing Services team have made it possible for their Media Placement Services to see an average engagement rate of 9.75% (Higher Education Industry Average on Instagram is 1.4% with a platform average of 0.7%).
By exposing more people to the possibilities of financial aid, we are helping to bridge more gaps between our academic institutions and the communities they serve.
In summary:
- Identify adults with intent to enroll
- Community College list: 28,658 individuals
- University list: 37,477 individuals
- Target an ad campaign focused on financial aid opportunities
- Augment current recruitment endeavors at our public and private institutions to increase awareness of programs with more prospective adult students
- First draft of February ads available here and text here
