Expanding Student Reach with an Omni-Channel Marketing Strategy
Fresno City College, California’s first community college, serves over 20,000 students with academic and career programs.
Services
Content Marketing
Paid Social
PPC
Email
Web Development
SEO
Creative
CRO
The Results
24%
Boost in enrollment
32%
Reduction in cost per conversion
55%
Video ad view rate
21%
Click-through rate
6.5
Avg. Monthly frequency rate
I’ve worked with Nettra since 2022 and they are the best! They manage a complex, multi-platform campaign that has brought everything together—digital, radio, TV, print, video production, and and specific landing pages—all tied to clear, measurable results. They created the landing pages within a CRM which aggregates all of our leads. Even our traditional outreach includes QR codes, connecting offline efforts to digital KPIs. The level of strategy and execution they bring to our campaign is beyond anything we’ve done before, and the results speak for themselves
Challenges
01
Niche Target for CTE Programs
Fresno City College aimed to reach studentsinterested in a career in apprenticeship trades, but overlapping targeting withgeneral education students made it challenging to focus marketing dollars on theright audience.
02
Very Little Branding
The CTE and pre-apprenticeship programs have a ton ofbenefits but have minimal brand recognition in the metropolitan area, making itharder to educate potential students (and potential employers) about the benefits.
03
No Established Creative Assets
When the campaign started, there was notrade-focused marketing materials and student-focused video and visual content
Trade Programs Niche Target – To ensure marketing dollars reached the right audience, we developed a multi-platform strategy across 10+ ad channels, including Google Search, Display, YouTube, Meta (Facebook/Instagram), LinkedIn, TikTok, CTV, Spotify, Pandora, radio, TV, and print. By refining audience segmentation and excluding general education students, we focused on those specifically interested in apprenticeship trades, maximizing engagement and conversion rates.
Brand Development Through Multi-Platform Storytelling – With no existing trade-focused marketing assets, we created high-impact videos, static image ads, and student-driven videos to highlight the benefits of CTE and pre-apprenticeship programs. These assets were strategically placed across digital, CTV, radio, TV, and print to raise awareness among students and potential employers, increasing program visibility.
Landing Pages & CRM for Lead Tracking – We designed custom landing pages within a CRM system to capture leads from all marketing channels. This setup allowed us to track student inquiries in real time, measure conversion rates, and provide the college with a clear view of campaign performance, ensuring seamless follow-ups and engagement
Hands-On Optimization Across All Channels – With over 10 ad platforms in play, we continuously adjusted targeting, creative elements, and budget allocation. Even traditional media ads featured QR codes, linking offline efforts to digital tracking and tying all campaign efforts to established KPIs. Our data-driven optimizations ensured that every channel worked together, maximizing impact and efficiency.
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Boost in enrollment
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Reduction in cost per conversion
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Reduction in cost to acquire a member
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Conversion rate
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Organic traffic growth YOY
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Reduction in cost to acquire a member
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Organic traffic growth YOY
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3.2
Avg. rank on Google for top keywords
14%
CTR on Google Ads campaign
2.2m
Avg. # of monthly Facebook ad impressions
5.8
Avg. monthly frequency rate with Facebook ads
