Start Goals Shape IOT’s Remarketing

For Institute of Technology (IOT), a California-based career college offering  career-based education, achieving start goals for this fall looked impossible. With missed starts a real possibility, IOT and PlattForm worked together to determine the best course of action.

With many schools, even the major ones, reporting enrollment drops, no stone was left unturned. Ultimately, it was decided that a rejuvenated remarketing strategy to unconverted leads offered the best chance of meeting immediate and upcoming fall starts.

Together, the teams then developed a 4th quarter remarketing program designed to turn unconverted leads into starts. IOT’s remarketing program calls for a three-touch approach focused on unconverted leads in the last 90 days:

Touchpoint One represents all the unconverted leads.
Touchpoint Two encompasses unconverted leads that failed to respond.
Touchpoint Three is unconverted leads that will receive one last attempt to convert.

IOT’s remarketing campaign consists of a direct mailing, email, calling center, TV and other media. The campaign has a harder edge. While most career education commercials feature student testimonials, IOT strikes a chord with the frustration of many with its theme, “if you’ve had enough already, imagine how amazing it would feel if…”

The remarketing campaign will be implemented this fall and extend into January 2012. Will IOT accomplish its start goals? Will the remarketing campaign’s broadcast component boost response and conversions? Will the theme, “Enough Already?” resonate with uncoverted leads?

Stay tuned as we follow up on IOT’s remarketing campaign in upcoming months.