texas state technical college
paid media
display
organic search
driving enrollment through a smarter, full digital strategy
Texas State Technical College (TSTC) is a leading technical college system in Texas, focused on preparing students for in-demand careers. As competition increased and student behavior shifted to digital-first, TSTC needed a more modern, measurable approach to marketing.
With updated application processes impacting performance tracking and ambitious goals tied to applications, enrollment, and brand perception, the team needed a strategy that could drive results while providing clearer visibility into what was working.
the challenge
Describe the challenges faced by TSTC that led to the need for a media campaign or initiative. This could include factors such as low enrollment, a need for increased visibility, or changing public perceptions.
Objectives:
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- Increase online application submissions by 7% YoY
- Increase enrollment by 5% for the academic year
- Enhance brand awareness and perception among traditional and non-traditional students
- Showcase TSTC’s unique programs and offerings
the approach
To achieve year-over-year growth with a flat budget, we restructured TSTC’s media strategy to focus on efficiency, attribution, and full-funnel performance.
shift to a fully digital,
full-funnel strategy
To achieve year-over-year growth with a flat budget, we restructured TSTC’s media strategy to focus on efficiency, attribution, and full-funnel performance.
optimize for efficiency
before scale
With budgets remaining flat through May, the focus was on refining targeting, channel mix, and messaging to drive stronger results without increased spend. This ensured a more effective foundation before introducing additional investment.
scale with strategy
investment
When incremental budget became available, we increased media weight across top-performing channels while expanding into targeted initiatives, including dual enrollment campaigns, support for underperforming programs, career-focused audience segments, and online program promotion
test and learn
across channels
We implemented rapid testing across creative, targeting, and channel strategies to identify what resonated most with different audience segments and optimize accordingly.
the results
To better measure performance independent of website changes, we introduced application starts as a new KPI, allowing for a clearer view of media-driven impact year-over-year.
While updates to the application process in February created initial volatility—including a temporary decline in completed applications—the data tells a different story when measured post-change. Once stabilized, both application activity and submissions showed strong growth, aligning with the timing of increased media investment and optimization efforts.
Enrollment trends followed a similar pattern. Despite fluctuations during the enrollment cycle, TSTC ultimately exceeded its growth goals, with particularly strong gains in new student enrollment—the primary focus of marketing efforts.
%
YoY increase in application starts
YoY increase in online applications (post form changes)
%
total enrollment growth yoy (after deregistration)
%
YoY increase in new strudent enrollment
%
YoY increase in returning student enrollment
wins & opportunities
wins:
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- Beat FY23 enrollment goals
- Quick all-hands launch of incremental testing across creative, targeting, channels, etc.
- Increased measurement with ad serving tech, data integration with salesforce, tracking of app starts & app submits, initial year of benchmarking
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opportunities:
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- Starting earlier and being more strategic with flighting of budget/creative
- Implementing clear testing strategies for deeper insights and optimizations
- Experimenting with awareness & program messaging earlier with fake application deadlines to give more time for the enrollment teams
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work that delivers
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pigeon forge snow
chef bobo
american nurses association
genesis health clubs
texas golf association
cape may
spring creek
take your media InHouse
Our case studies show what’s possible when insight, creativity, and performance align. If you’re ready to build a smarter, more intentional approach to media, social, and creative, we’d love to talk.