Context

The Continuing Education Department of Cégep de Saint-Jérôme, specializing in accredited programs for adult professional development, was seeking a more tailored advertising solution. With a wide range of programs featuring diverse promotional schedules, they needed an efficient collaboration structure. Their choice to partner with Ascension Numérique was driven by the desire for personalized management and clearer insights into results through an accessible and responsive customer service.

Challenges

The Continuing Education Department of Cégep de Saint-Jérôme struggled to track program enrollments due to a lack of suitable tools. Additionally, content production was time-consuming because it was managed internally. Ascension Numérique addressed these issues by implementing tracking systems and taking over content creation. Prior to our intervention, advertising was limited to basic Facebook promotions. By leveraging Facebook and Instagram more effectively, we significantly improved performance.

Strategy Employed

Ascension Numérique implemented a methodical and targeted approach to optimize the advertising campaigns for Cégep de Saint-Jérôme:

• Initial Evaluation: We began with an in-depth evaluation of the existing campaigns to identify strengths and areas for improvement.
• Strategic Plan: A strategic plan was developed to define specific promotion dates for each program. This plan also included setting objectives, identifying target audiences, and highlighting the benefits of Cégep’s offerings.
• Content Creation: We produced visually and textually appealing content to better engage audiences on Facebook and Instagram. These materials were designed to capture attention and encourage interaction.
• Google Ads Optimization: On Google, we improved ads by refining keywords and optimizing bidding strategies to enhance performance. This allowed us to reach a more relevant audience and improve conversion rates.
• Enhanced Collaboration: Collaboration tools with the Cégep were enhanced, facilitating the implementation of the strategic plan and ensuring smooth communication between teams.

Results

• Over 6,000 Enrollment Actions: We generated over 6,000 enrollment actions, demonstrating high conversion rates thanks to precise targeting tactics.
• More Than 60,000 Website Visits: Our content and advertising strategy significantly increased website traffic, with a total of over 60,000 visits.
• 2.65 Million Impressions: Across various campaigns, we reached a broad audience, resulting in 2.65 million impressions.

These results highlight the effectiveness of our digital marketing approach, showcasing a marked improvement in visibility and engagement for our client.