Keuka College

We knew the best way to reach potential students and their parents was to catch them where and when they’re engaged, across every stage of their research, consideration and application cycle, enabling us to constantly optimize our media mix.


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Keuka College is a small and affordable private college located in the gorgeous Finger Lakes. On campus, accomplished professors engage one-on-one with students who are hungry to learn and grow.

Off-campus, in high schools across the country, Gen Z students are making their first big life decision. They are a smaller cohort, facing unprecedented media noise, with much less financial help, and with a growing variety of alternatives that don’t require four years or as much investment.

Over the past several years, Keuka College has worked with Tipping Point to successfully:

awareness
leads
influence

Broaden Awareness Increase Leads Increase Influence


Insights

We knew the best way to reach potential students and their parents was to catch them where and when they’re engaged, across every stage of their research, consideration and application cycle, enabling us to constantly optimize our media mix.

Strategic Approach

The team balanced the standard timeline of higher education – from inquiries and application through confirmations and enrollment – with a hyper-targeted media approach that cut through the clutter. We expanded targeted geographies beyond the Finger Lakes, Rochester and Syracuse, and included Buffalo, Utica, Watertown and Elmira/Corning.

Reaching potential students today, young adults ages 16-20, is difficult – and nearly impossible via traditional media channels. These audiences have completely “cut the cord,” so we targeted them through Instagram, over-the-top (OTT) video and streaming audio (Spotify and Pandora). These digital approaches require a different way of thinking about how to drive audiences to awareness and action. Instagram, for instance, required creative that was compelling enough to encourage students to stop scrolling and click through.

Even more important than reaching students themselves was reaching the key influencers in their lives – their parents. With this in mind, 59% of the budget was allocated to reach this audience via spot television, cable and traditional radio. Facebook was also an important component of the digital spend to reach this audience.

This comprehensive mix of traditional and digital media tactics was applied across the five distinct New York State markets to increase awareness and ensure frequency of message while also engaging audiences where they spent time online.

How It Delivered

  • Digital radio consistently over-delivered over the course of the 4.5-week flight
  • OTT performance was compelling, encouraging us to consider moving additional budget from cable and spot TV in the future
  • Application targets were met for key programs, and adjustments were made in timelines of starts to address application volume in certain areas

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