Mapúa Malayan Digital College
Sponsored · 🌐
Working full-time and still want that degree? Answer 8 quick questions about your week and get a study plan that fits your shift. 2 minutes.
MMDC.MCL.EDU.PH/FIT/WORK
Check if online college fits your week
TOFUAwareness · goal: capture a lead we can nurture
Finish your degree without quitting your job
The visitor's question: "Can I study while working?"
Same quiz as Check if you fit (How online college works), with a different placement, gate and goal.
Campaign brief
Who, where, and what we want
- Persona
- Working Adult, First Degree
- Median age 28, 34% NCR, 44% from ₱25k+ households. 71% pick MMDC for flexibility. Highest drop-out risk of any persona (70% of attendees left).
- Who decides
- Themselves; spouse for the 21% who are married
- Job to be done
- "When I keep being passed over because I don't have a diploma, help me earn one without losing my income, so I can move up."
- Channel
- Meta (Feed, Reels)
- Ages 24–40 · working professionals · job titles in BPO, retail, admin · NCR, CALABARZON
- Our objective
- Leads who know their study pace before they talk to admissions, so the first call starts from a plan.
- Quiz
- Digital College Fit Check: 7 questions, 2 interstitials
- Lead form required before the result · fields: firstName, lastName, email
Step 1
The user journey, and where the quiz appears
- Quiz access1 · Channel
Sees the ad
Speaks to the tension (work vs school), not the product.
Access: Ad CTA: Take the quiz
- 2 · Quiz
Q1: Are you currently working?
Yes → proof screen: 2 in 3 of our students work.
- 3 · Quiz
Hours, study window, setup, funding
Each answer feeds the plan and the lead record.
- 4 · Lead form
Lead form
First name, last name, email.
- 5 · Result
Study plan
Recommended pace (full vs lighter load), study window, funding options.
- 6 · Nurture
Advisor follow-up
'This December' leads are called within 1 day; others get the nurture.
- Quiz access7 · Conversion
Program Fit quiz → apply
The result recirculates to the program quiz.
Access: Result recirculation
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 Meta ad (Feed / Reels)
Tap the highlighted button to start where the visitor starts.
Step 3
Goal and metrics
| Metric | Target | Baseline | Why it matters |
|---|---|---|---|
| PRIMARYLead capture (starts → form submitted) | ≥ 35% | Interact 40.1% | Cold traffic trading an email for a plan. |
| Result → inquiry / advisor request | ≥ 10% | New metric | Middle-of-funnel goal is a conversation. |
| Lead → application in 30 days | ≥ 8% | ~6% today (paid, 90 days) | Lead quality. |
| First-term retention of enrolled quiz leads | ≥ 60% | Working students: 53% | The study-pace advice should show up here, a term later. |
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.
- Share of 'needs aid' routed to the funding path, not dropped
- Advisor-rated lead quality
- Cost per enrolled student
Step 4
After the result
Nurture sequence
Day 0
Your study plan, with the funding options that match your answers
Day 1
Advisor call (start = this December)
Day 3
Find your program: 90-second quiz
Day 14
Enroll 2+ weeks before classes: why it matters
New data on every lead
Fields today's lead form doesn't collect. They feed admissions, the nurture, and the C360 models.
Work_StatusWork_HoursDevicePrior_CollegeFundingStart_HorizonQuiz_Outcome (pace)