Marion Technical College

Evok developed and managed a comprehensive, multi-channel recruitment strategy designed to maximize local reach, reinforce MTC’s value proposition, and drive measurable enrollment outcomes. The approach emphasized strong program positioning, audience segmentation, and consistent messaging across digital and traditional media. Media planning prioritized cost efficiency, geographic relevance, and continuity across enrollment periods, supported by ongoing performance monitoring and optimization.

Marion Technical College needed to increase awareness and enrollment across a wide range of career-focused programs, each targeting distinct audiences such as high school students, adult learners, career changers, and incumbent workers. The challenge required balancing program-specific messaging with a cohesive institutional narrative, while efficiently reaching local audiences across multiple channels and maintaining visibility throughout the enrollment cycle within a modest annual media budget.

Media Planning & Channel Strategy
Evok developed and executed an integrated media plan balancing digital precision with traditional media’s broad local reach. Approximately 80% of the budget was allocated to digital channels—including search, paid social, video, streaming audio, and connected TV—to drive targeted engagement and inquiries, while 20% supported traditional radio and outdoor placements to reinforce awareness and credibility within the local market. This mix ensured both immediate enrollment support and sustained brand visibility.

Program-Specific Messaging & Video Campaigns
The campaign featured program-level creative tailored to MTC’s priority disciplines, including healthcare, skilled trades, public safety, information technology, and business. Evok produced video content showcasing hands-on training environments, student and alumni testimonials, and real-world career outcomes. Creative emphasized affordability, job placement rates, flexible scheduling, and strong employer partnerships, reinforcing MTC’s role as a workforce development leader. Video assets were deployed across YouTube, social media, connected TV, and the college website, creating a reusable content library that extended beyond the initial campaign.

Internal Stakeholder Coordination
Evok worked closely with MTC’s marketing, admissions, and leadership teams to align messaging, program priorities, and enrollment timelines. Coordination across multiple programs and departments ensured consistency in brand voice and execution, while regular reporting and collaboration supported internal planning and decision-making.

Search, Social, and Streaming Audio Execution
Search engine marketing targeted high-intent queries related to technical education and specific certifications, with ongoing keyword refinement and geographic targeting focused on Marion County and surrounding areas. Paid social campaigns on Facebook and Instagram reached prospective students, parents, and career changers using interest-based, life-event, and lookalike targeting. Streaming audio placements on platforms such as Spotify, Pandora, and iHeartRadio extended reach among commuters and working adults, reinforcing program awareness through repeated exposure.

Ongoing Optimization & Performance Management
Campaigns were actively managed throughout the enrollment cycle, with regular performance reviews informing budget shifts, creative rotation, and channel prioritization. Monthly reporting provided visibility into impressions, engagement, conversions, and cost per lead by program and channel, enabling data-driven decisions to maximize enrollment impact within budget constraints.