Ranken Technical College //
Ranken Technical College //
Doing the Work
Helping students forge a new path toward a fulfilling career
ECD: Lynn Ullman
CD, Art: Christian Lindsey
ACD, Copy: 👋
Ranken Technical College is so much more than textbooks, lecture halls and general education. It’s a lab, a training facility and a workshop designed to get students to work.
Ranken Works
Our discovery revealed a need for a more integrated marketing strategy that clearly communicated Ranken’s why. The school was making some big claims: stable jobs, growing industries, less debt. People were skeptical. We needed a campaign that didn’t just recruit students to Ranken — it got them to believe in Ranken.
From that insight came our campaign line: Ranken Works.
Radio Spots
Ranken grads make the world go round. They are your plumbers, mechanics, electricians — the list goes on. So for the Ranken Works radio spots, we wanted to highlight those professionals and tell the story of how Ranken got them ready.
Programmatic Media
Given Ranken’s unique audiences and limited geographic reach, we used programmatic media channels to ensure Ranken’s message met users at the most relevant point of their higher education research journey.
Programmatic video and interactive display spots allowed us to further expand on the story, demonstrating “students” in active learning environments, earning a degree and earning a living. We wanted to capture and demonstrate hands-on learning to show what truly makes Ranken unique.
In addition to the overall awareness messaging video here, we also created versions specifically targeted to women—one of Ranken’s desired targets.
Search
Search is one of the most important channels for prospective students. Using paid search allowed us to target prospective students at precisely the moment they are actively researching schools online. Through optimizing Google Search campaigns, keyword and ad copy, we were able to improve Ranken’s click-through rate (CTR) by 224%, resulting in an overall of 8.24% CTR, well above the education benchmark of 3.27%.
By the end of our first year together, we helped drive a 277% increase in website sessions on the website and paid search accounted for 34% of the overall web sessions that year.
