Case Study
Carthage College
We helped a 170-year-old liberal arts college recruit its largest incoming class in history.
Higher Education · Paid Social · Search · Programmatic · Spotify · Snapchat
Overview
About Carthage College
Founded in 1847, Carthage College is a four-year private liberal arts college located in Kenosha, Wisconsin, enrolling 2,600 full-time students across more than 40 majors. Premium education — in a fiercely competitive recruiting environment.
The Challenge
Where They Started
Competition for high-quality students at a premium private college is intense — especially without the national brand recognition and media budgets of larger institutions. Carthage needed to become students’ first choice on a fraction of the spend.
Limited Budget, High Competition
Carthage was competing for the same students as far better-resourced institutions. Efficiency wasn't just preferred — it was required.
Brand Recognition Gap
Without the awareness of flagship state schools or national universities, Carthage needed to reach prospective students in channels competitors hadn't discovered yet.
Fragmented Recruitment Touchpoints
A disjointed approach to reaching prospects meant no unified framework for capturing and nurturing student interest across the full consideration cycle.
The Solution
What We Did
Developed a fully integrated campaign that took full advantage of the targeting capabilities of Facebook, Instagram, and Messenger to reach prospective students directly. Captured relevant searches with search engine marketing, utilized the storytelling power of audio with Spotify, targeted audiences through programmatic responsive digital display advertising, and took full advantage of Snapchat and its innovative ad formats to reach students where competitors weren't present.
The Results
What We Delivered
- Largest Incoming Class in Carthage's 170+ Year History
- Direct Connections Established with Prospective Students Across All Channels
- Recruitment Pipeline Framework Built for Ongoing Growth
Olander Group is a pleasure to work with. They are knowledgeable, prompt, professional, and always have the best interests of our college in mind.
Daron Wolf
Marketing Manager — Carthage College
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