Pick up where you left off
The visitor's question: "Can I finish what I started?"
Campaign brief
Who, where, and what we want
- Persona
- Working Transferee
- Largest student group (40% of students), median 27, 4 in 5 work full-time, 54% from ₱25k+ households. Converts at 22%.
- Who decides
- Themselves
- Job to be done
- "When I stopped college to work and it still bothers me, help me finish without starting over, so I can finally close that chapter."
- Channel
- Google Search + Meta retargeting
- Search: 'continue college online', 'transfer college while working', 'finish degree online Philippines' · Retargeting: site visitors who read transferee FAQs
- Our objective
- Applications with TOR in hand, from the segment most likely to enroll.
- Quiz
- Transfer Check: 6 questions, 1 interstitial
- Lead form required before the result · fields: firstName, lastName, email, mobile
Step 1
The user journey, and where the quiz appears
- Quiz access1 · Channel
Searches to continue college
High intent. Today this goes to a generic page.
Access: Search ad sitelink and headline
- 2 · Quiz
7 questions
How far, why they stopped, what they studied, TOR, work.
- 3 · Quiz
Proof screen
More than half of our students came in with some college.
- 4 · Lead form
Lead form
Name, email, mobile (optional).
- 5 · Result
Finish-line plan
4 steps, honest credit note, TOR checklist.
- 6 · Conversion
Apply + upload TOR
Advisor calls within 1 day; TOR reminders.
Scroll sideways on small screens. Red cards are where a visitor can reach a quiz.
Step 2
Try it: from the placement to the result
The phone starts at the placement (step 1 of the journey). Answer the questions; the panel on the right explains each screen and shows the lead record and events the quiz produces. The lead form uses sample details; nothing is sent anywhere.
Placement Google search ad
Sponsored
Mapúa Malayan Digital College
mmdc.mcl.edu.ph/fit/transfer
Started college but had to stop? Take a 2-minute check and get your plan to finish your bachelor's online while working.
Tap the highlighted button to start where the visitor starts.
Step 3
Goal and metrics
| Metric | Target | Baseline | Why it matters |
|---|---|---|---|
| PRIMARYLead → application in 14 days | ≥ 25% | Transferee applicant → student 24.7% | High-intent traffic should apply fast. |
| Applications with TOR uploaded in 7 days | ≥ 50% | New metric | Documents are the second-biggest leak. |
| Cost per application | below branded search | New metric | Justifies the search budget. |
Targets are proposals for a first 8-week flight, to be reset after the first 1,000 quiz starts.
Guardrails
Things that must not get worse while we chase the primary metric.
- No credit promises in ad or result copy
- First-term retention of full-time workers (flag for Student Success)
Step 4
After the result
Nurture sequence
Day 0
Your plan + TOR checklist
Day 1
Advisor call
Day 3
Reminder: request your TOR (how-to by school)
New data on every lead
Fields today's lead form doesn't collect. They feed admissions, the nurture, and the C360 models.