Get There with Link
The 2023-2024 campaign delivered a return of $26.49 for every $1 spent, resulting in a significant enrollment boost.
The Goal
Link Learning set out to grow enrollment and raise awareness of its virtual high school, targeting students aged 14-21 and their families. The campaign addressed common obstacles to education—like access to technology and the need for flexible learning environments—while emphasizing the support offered through local centers.
The ultimate goal was to build trust, differentiate Link Learning from traditional schools, and create a strong community connection through strategic, innovative outreach.
The Approach
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Strategic billboards placed along high-traffic corridors, including areas like Greenville and Marquette, increased brand visibility and ensured Link Learning’s message reached commuters and travelers.
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A four-postcard campaign targeted specific counties, highlighting Link Learning’s personalized and barrier-free educational model. This effort delivered a return of $26.49 for every $1 spent, resulting in a significant enrollment boost.
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A comprehensive digital strategy engaged families through various platforms, generating over 3.2 million impressions and 30,747 clicks. This activity led directly to 257 enrollment forms, 45 contact form submissions, and 104 phone inquiries, demonstrating the effectiveness of digital channels in capturing interest.
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To reinforce the direct mail effort, 200,000 targeted emails were sent, achieving a 22.2% open rate and generating 4,923 clicks. The campaign achieved a remarkable ROI of $133.51 per dollar spent, contributing meaningfully to enrollment growth.
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Bus ads across key cities, including Grand Rapids, Saginaw, and Kalamazoo, ensured visibility in densely populated areas. A partial bus wrap in Saginaw extended the campaign’s reach through May 2025.
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Targeted Google Search ads achieved a strong ROI of $19.16, with 23 enrollments directly attributed to inquiries, further demonstrating the effectiveness of search advertising in reaching engaged families.
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SharpSpring allowed for the conversion of 699 form submissions into 577 qualified leads, representing a 9% year-over-year increase. This data-driven approach optimized lead nurturing and ensured effective follow-up.
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Radio ads in Saginaw and Marquette complemented other outreach efforts, reinforcing key messages in local markets.
Link Learning Enrollment 2023-24: Social Media
Link Learning Enrollment 2023-24: Direct Mail
Link Learning Enrollment 2023-24: Outdoor
The Results
Link Learning’s campaign successfully increased brand awareness and drove enrollment, surpassing goals with 31 new enrollments in 2023-24. Other standout achievements included:
A $26.49 ROI from direct mail, demonstrating its strong impact.
Over 3.2 million impressions and 30,747 clicks from digital ads, driving significant traffic to enrollment resources.
An outstanding $133.51 ROI from email marketing.
Meaningful contributions from Google Search, transit advertising, and local radio, ensuring a well-rounded, multi-channel success.
By effectively blending community engagement, digital strategy, and traditional outreach, Link Learning positioned itself as a trusted provider of accessible, high-quality virtual education. The campaign not only exceeded expectations but also fostered deeper connections with its target audience.