Local College Uses Digital To Increase Student Registration In Their English as a Second Language Program

In the competitive world of higher education, driving awareness and increasing enrollment for specialized programs is crucial. A local university offering an English as a Second Language (ESL) program aimed to do just that. With a history of using Spanish-formatted radio, they were ready to expand their marketing efforts by incorporating a highly-targeted digital campaign. Their goal? To broaden awareness of their ESL program and boost student registrations among the local Spanish-speaking communityDigital Strategy: Targeting the Right Audience with PrecisionTo achieve this, Vici Media designed a focused campaign that ran across Facebook and Native ad platforms. The client wanted to specifically target Spanish speakers interested in improving their English skills within certain zip codes. We crafted a simple yet compelling message in Spanish: “Learn English for Free!” along with a clear call to action—“Learn More.The campaign was designed to reach Spanish-dominant Hispanics and those actively seeking English-language learning opportunities. By targeting individuals who had their browser settings in Spanish and utilizing culturally relevant creative, the campaign honed in on the perfect audience, maximizing engagementResults: Exceeding ExpectationsThe multi-month campaign delivered impressive results that exceeded the client’s expectations. Here are the highlights

• 557,667 Impressions: A powerful reach that kept the program top of mind for Spanish-speaking users.
• 13,617 Clicks: Resulting in a 2.44% Click-Through Rate (CTR)—34.88 times higher than the national average of 0.07%.
• Facebook CTR: Alone, Facebook delivered 37 times the national average CTR.
• 600 View-Through Visits: Native ads also played a significant role, driving nearly 600 visits to the website.
• 3,687 Social Conversions: Including over 150 post shares, amplifying the program's reach even further.

The campaign’s impact was clear: the university reached maximum capacity for all sections of the ESL program, and some even had waiting lists. This was a clear testament to the power of targeted digital advertising in reaching key demographics and driving conversionsIf your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutionsFor more information, email support@vicimediainc.com