Partnering to drive new student growth
Pennco Tech is a premier trade school with campuses in Blackwood, NJ and Bristol, PA. With robust, hands-on career-training programs across the automotive, healthcare, and trade industries, Pennco Tech has so much to offer to a wide variety of students.
When Pennco Tech partnered with Comcast Advertising, its goal was to boost enrollment and grow its brand presence. To measure success, the team also discussed ways to track website traffic and lead form submissions while advertising on TV.
Effectively reaching students where they’re watching
As the team began building Pennco’s customized media plan, a few questions needed to be answered first. The school communicated that its target audience is adults ranging from 18 to 31 years old. This audience captures those graduating from high school who are looking to get a jump-start on their career and those who have been in the working world for some time and could be looking for a change.
As far as geography, Comcast Advertising pinpointed multiple zones within the Philadelphia market that surrounded both the Blackwood, NJ and Bristol, PA locations. The commercial—which highlighted a student’s success story—was delivered on cable networks across news and entertainment in these zones.
TV boosts prospective student engagement
Through the combination of Pennco Tech’s digital billboards and digital ads, the school saw success in raising awareness of the many programs available. Additionally, the team leveraged Comcast Advertising’s Instant IMPACT tool, powered by Innovid, to directly link Pennco’s TV campaign performance to key metrics such as lead form submissions and website traffic. In its first six months, the TV campaign correlated to an +8% visitor lift and an additional 3,100 potential students to the website.
We enjoy this partnership that allows us to keep focusing on what we do best for our trade schools, while Comcast Advertising provides the media support, creative teams, and best practices to keep this positive momentum moving forward.
- Pennco Tech Vice President