Sample execution
Six sample campaigns, mapped to the journey
Each campaign pairs a quiz with a placement and a goal. The goal changes by stage: early quizzes collect leads, middle ones start conversations, late ones start applications. Five quizzes cover six campaigns because one quiz runs in two places.
Journey map
Where each campaign sits
TOFU · Awareness
"Could this be for me?"
Goal: Capture a lead we can nurture
KPI: Lead capture, cost per lead
MOFU · Consideration
"Can I actually do this?"
Goal: Start a conversation (inquiry)
KPI: Result → inquiry, calls booked
BOFU · Decision
"Which one, and how do I start?"
Goal: Start an application
KPI: Result → application start
After · Enroll & first term
"Will I make it?"
Goal: Keep them past term 1
KPI: Next-term retention of quiz leads
Working adults & career shifters
Working Adult, First Degree · Fresh Grad Who Works
Are you wired for data?
Meta (Reels, Feed) and TikTok
Quiz: Data Fit Check
TOFUFinish your degree without quitting your job
Meta (Feed, Reels)
Quiz: Digital College Fit Check
Quiz pace (full vs lighter load) + work hours passed to Student Success as a first-term support flag.
Returning students
Working Transferee · Transferee, Full-time
Rarely needed: they search with intent.
Retarget transferee-FAQ readers into the Transfer Check.
TOR reminders; credit evaluation before term 1.
Fresh grads & their parents
Fresh Grad, Full-time · parents and guardians
SHS graduation season content; scholarship awareness.
Is this for me? (BS IT specializations)
Website program pages (BS IT and each IT specialization)
Quiz: IT Specialization Fit
The child's quiz, sent from the parent's result.
Funded path for 'needs a scholarship' families.
Recirculation
How the quizzes hand off to each other
A result page never ends the journey. Each one points to the next quiz or step, so one ad click can carry someone from "could I?" to "apply".
Career shifter
- Data Fit (ad)
- Can you study while working?
- Which IT track?
- Apply now (pre-filled)
Working adult
- Study plan (ad or website)
- Talk to an advisor
- Which IT track?
- Apply now
Family
- Parent's guide (ad or /for-parents)
- Share with child
- Child: which IT track?
- Family call → apply
Returning student
- Search ad
- Transfer Check
- Apply + upload TOR
- Credit evaluation
At a glance
All campaigns
| Campaign | Stage | Persona | Placement | Lead form | Primary CTA goal | Primary KPI · target |
|---|---|---|---|---|---|---|
| Are you wired for data? | TOFU | Working Adult / Working Transferee | Meta (Reels, Feed) and TikTok | Required | Capture a lead we can nurture | Lead capture (starts → form submitted) · ≥ 35% |
| Finish your degree without quitting your job | TOFU | Working Adult, First Degree | Meta (Feed, Reels) | Required | Capture a lead we can nurture | Lead capture (starts → form submitted) · ≥ 35% |
| Check if you fit (How online college works) | MOFU | Any persona reading about the model | Website (organic, SEO, returning visitors) | Optional | Start a conversation (inquiry) | Section → quiz start · ≥ 15% of page visitors |
| Is this for me? (BS IT specializations) | BOFU | Fresh Grad and Transferee, full-time or working | Website program pages (BS IT and each IT specialization) | Optional | Start an application | Result → application start · ≥ 20% |
| Is online college right for your child? | MOFU | Parents of Grade 12 / fresh grads | Meta (Feed) + /for-parents page | Required | Start a conversation (inquiry) | Lead capture (starts → form) · ≥ 40% |
| Pick up where you left off | BOFU | Working Transferee | Google Search + Meta retargeting | Required | Start an application | Lead → application in 14 days · ≥ 25% |