Rotherham College knows its audience

Rotherham College faces stiff competition from other local institutions. The high cost of outdoor advertising – bus stop ads, for instance – also means that Carly Jones, Head of Marketing, has to use her marketing budget wisely. Although the bulk of Carly’s budget still has to go on outdoor advertising, she’s been using AdWords and Analytics for the past two years to “tailor and monitor campaigns to specific demographics and needs using precise keywords, see which are the highest and lowest searched courses on our website and make key decisions for business planning.” Since Carly has been using the combination of AdWords and Analytics, “application numbers have gone up and, on times when we’re running campaigns, traffic to our website increases.” At the same time as enjoying an increase in applications, which means revenue for the college, Carly really appreciates the fact that Analytics provides such insights: “We can see when things are changing slightly and know why. And we’re only using a small fraction of the features of AdWords and Analytics. There’s so much to learn and develop ourselves.”

We’re only using a small fraction of the features of AdWords and Analytics. There’s so much to learn and develop ourselves.

Carly Jones, Head of Marketing, Rotherham College

Location

Rotherham, UK

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