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Pittsburgh Technical College

Email Marketing

Pittsburgh Technical College has been where knowledge meets know-how for 75 years (they celebrate their 75th Birthday in 2021). They are a non-profit college offering two-year degrees, four-year degrees, and certificate programs minutes away from downtown Pittsburgh, Pennsylvania. Their focus on hands-on education and immersive curricula has stayed consistent throughout their existence and as they continue to grow as an institution.

Celsius’ longstanding and collaborative relationship with PTC involves hundreds of email marketing campaigns ranging from newsletters, campus updates, automated email campaigns, and much more. These emails have been sent to a variety of audiences including potential students, current students, alumni, employees, and PTC supporters.

Objective

Our ongoing objective is to constantly nurture PTC’s database of potential students by sending one-off email campaigns and the execution of ongoing email campaigns spanning the course of several months. These email campaigns are intended to push actions like campus visits and applications; both crucial to the enrollment funnel at PTC.

Solutions

Monthly Email Campaigns are planned out quarterly and include one-off email sends for certain events, and contain hyper-targeted emails to audiences based on email engagement data or audiences we know we have to get in front of that month. These can include emails letting potential students know about upcoming class starts, financial aid deadlines and more. 

Ongoing email campaigns were built out and are constantly maintained. It starts with a connection to PTC’s lead management system through our third party email vendor, and emails flow through a strategic order of informational emails, that include supporting call-to-actions such as applying to PTC or scheduling a visit.

Stellar creative is used in every email. We incorporate eye catching imagery, iconography, and weave in PTC’s bright and fresh brand colors. Call-to-actions throughout the email contain vibrant colors to entice clicks by the reader. We also design mobile-first which counts for more than half of where PTC’s users consume their emails, media, and more.

PTC’s casual and direct brand voice is used when piecing together the messages that make up their emails. We always start with thinking of who our audience will be and let the copy form itself. Certain campaigns also include collaboration and suggestions from PTC staff.

Key Outcomes

From January to December of 2020, Celsius had sent 754,232 emails on behalf of PTC, which resulted in a 40% increase in email website traffic from 2019/2020 to 2020/2021, and 127,695 clicks to PTC’s website—wow! For 2021, we are looking to surpass email engagement stats and continue to send out-of-the-box email creative.

Several of these campaigns also received a Gold Award for the 36th Annual Education Advertising Awards in 2020.

Pittsburgh Technical College is a shining example of what a collaborative and result-focused Agency/Client relationship can be and Celsius is grateful for their partnership.

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