Measuring and Monetizing Digital Marketing
Coder Camps sought to increase student application numbers in order to justify its partnership with LendLayer and provide the company with sufficient cash flow to meet business demands. The company invested in a short term marketing and digital campaign run by Pierpont Communications with a goal of obtaining 60 applicants in a single month.
After implementing a campaign that utilized digital and social strategies and tactics – including e-newsletters, Google AdWord campaigns, Facebook ad campaigns and a landing page with unique URL – application numbers soared to their highest in company history. Coder Camps’ stated goal of 60 applicants was eclipsed; 89 applications were received in just 30 days. Traffic to the landing page developed by Pierpont spiked every day that e-blasts were sent, including a single-day traffic surge of 52%. Social media engagement also increased significantly – during this month-long campaign, wherein posts averaged 3-5 comments and 10-12 likes each, a considerable improvement from practically no engagement from followers.
This IABC Silver Quill Award-winning campaign was a hit with Coder Camps and its students, whose lives were changed as a result of their decision to “reprogram their lives” through alternative education and career opportunities.