Clayton State University Continuing and
Professional Education (CSU CaPE)

Clarified brand message, modern branding, and targeted inbound strategies.

BACKGROUND

Clayton State University’s Center for Continuing and Professional Education

Clayton State University’s Center for Continuing and Professional Education (CaPE) offers affordable, fast-track courses and industry-recognized certifications designed for career advancement and personal enrichment. With flexible, high-quality instruction, CaPE provides lifelong learners with the skills needed to achieve their professional and personal goals. Upon completion, students earn continuing education units (CEUs), making it a valuable opportunity for career growth.

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THE CHALLENGE:

Clayton State University’s Center for Continuing and Professional Education (CSU CaPE) faced challenges in marketing and website management. Their internal team struggled to handle all marketing efforts, with little to no dedicated support from the university’s marketing department. The website was outdated and difficult to manage, making timely updates and user navigation a challenge. Past social media efforts yielded poor results due to a lack of professional assistance, and no data tracking hindered strategic decisions and insights. The lack of a regularly updated content limited engagement and organic visibility in SERP rankings.

Goals

Increase Brand Awareness & Grow Class Enrollment

Develop Corporate & Government Partnerships

Expand Course Offerings

Attract Industry Attention for Internships & Job Placements

THE SOLUTION:

Greenstone Media provided a strategic marketing approach to help Clayton State CaPE expand its reach and increase enrollment. An Enrollment Growth Blueprint (EGBP) was created for CSU CaPE to help enhance recruitment efforts with a strategic marketing plan. We also collaborated to create Clear Brand Messaging for each of their focus programs. This would refine their marketing efforts and upgrade their branding and brand voice to provide a better online user experience.

CaPE also partnered with us to develop new branding, upgraded brand assets (flyers, pitch decks, etc.) and a fresh website to strengthen Clayton State CaPE’s online presence. To increase brand awareness and lead retention, and to encourage more course registrations, we created an enrollment funnel (including landing pages, lead generators, automated email workflows, and ongoing nurture emails) and executed targeted paid advertising campaigns.

Additionally, content marketing efforts helped drive engagement and visibility. A strategic LinkedIn Outreach Campaign was used to bolster their Contract Training services, along with a lead generator and booking funnel to encourage Discovery Session bookings.

1

Branding and Clear Brand Messaging

CaPE Brand Style Guide
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2

Optimized Program Pages

Before

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After

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3

Contract Training Booking Funnel & Lead Generator

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4

Inbound Marketing Campaigns

Google Search & Display Ads, Organic Social Media, Nurture Emails

clayton state cape google ad example
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THE RESULTS:

  • 15% increase in total revenue from 2022 - 2023.
  • 26% increase in revenue from non-GFA courses.
  • 11% increase in revenue from Conference Services events.
  • Improved online presence - increase in followers, reach and impressions across social media channels.
  • Improved email marketing engagement - consistently above average open rates, contact lists updated from the previous 2019 import.

Ready to achieve the growth you deserve?

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