CPCC is an innovative and comprehensive college that advances the life-long educational development of students consistent with their needs, interests, and abilities while strengthening the economic, social, and cultural life of its diverse community.
The College provides high-quality, flexible pre-baccalaureate and career-focused educational programs and services which are academically, geographically, and financially accessible.
CPCC was established in 1963 when Mecklenburg College and the Central Industrial Education Center were merged. The college was one of the first of the 58 colleges in the NC Community College System. In 1963, there were 23 degree and diploma programs; now there are more than 100 degree, diploma, and certificate programs, along with a comprehensive literacy program, and an extensive array of corporate and continuing education offerings.
CPCC was fully accredited to award associate degrees, diplomas, and certificates in 1969 by the Commission on Colleges of the Southern Association of Colleges and Schools. Today, many of its programs have special accreditation as well. In 1969, it became a member of the League for Innovation in Community Colleges and has been identified as one of the top five of the nation’s two-year colleges in teaching excellence.
Nature of the Problem
CPCC was interested in a targeted online marketing approach to increase student enrollment for their Continuing Education program. They wanted increased enrollment in targeted Continuing Ed programs. The College wanted to reach people via the web and have a call to action that resulted in increased enrollment.
Nature of the Solution
RevenFlo proposed a Pay Per Click (PPC) campaign that would drive people to landing pages for each specific course. We employed “interruption style” marketing with the PPC campaign and then drove prospective students to a landing page that was easy to navigate.
- The first phase of the solution involved editing existing pages to be simple, easy to navigate with a clear call to action: REGISTER ONLINE!
- The second phase we implemented was to turn on a well managed PPC campaign to the redesigned pages for the Greater Charlotte Region.
- The third phase entailed creating well designed landing pages with ample quality content arranged to be intuitive and easy to navigate.
In pay per click (PPC) campaigns, the landing page becomes customized to enhance the effectiveness of different advertisements. By studying metrics or analytics of the linking URL, marketers can compare the click-through rates and Conversion Rate to determine the most profitable advertisement. Landing pages may also be used with other forms of advertising such a social media.
The simplest definition of a landing page is just what it sounds like: it’s the page your website visitors arrive at after clicking on a link. It could be your home page, or any other page in your site. It is best t think of landing pages in terms of what they can do.
Well designed landing pages generally garner better conversion rates than simply corralling visitors into the home page of your site. When you direct people into the homepage of your site, you have more control over the user experience. RevenFlo directed people to the course specific landing page based on the PPC campaign they clicked on. We created targeted landing pages and controlled where people will be coming from. The goal was a specific transaction, registration for the courses.