New York Institute of Technology
New York Tech used geo-targeted Snap Ads & Native Lead Forms to find new students. As a result, they achieved 57% of new market conversions from the app, 60% lower CPA, and a 250% enrollment increase in targeted states across multiple paid media investments and recruitment activities, proving the power of focused digital outreach.
Even big players are not beyond a growth crunch. New York Institute of Technology (aka New York Tech), a fantastic private university founded in 1955, ran into a classic business challenge: Their traditional local market was shifting.
As their primary student base in the Northeast began to shrink, the university needed a plan to find prospective students in completely new states (think California, Texas, and Georgia). It’s the same feeling you get when you realize your neighborhood audience is saturated and you need to expand your service area or student type. So the question became this: How do you cost-effectively introduce your brand to people who have never heard of you and live states away?
New York Tech and their partner, Carnegie, turned to a strategy every small- and medium-sized business can use: laser-focused, geo-targeted digital advertising. They leveraged Snapchat’s tools to launch ads directly into the zip codes they were targeting. Crucially, they used Native Lead Forms: simple, in-app forms that make signing up for information a two-tap process. This casual, direct approach helped them build awareness and drive enrollment in an engaging way.
The simple strategy brewed big results that prove the value of targeted reach:
57% of undergraduate new-markets conversions came from Snapchat 1: The platform was the primary driver of new, long-distance students. If you’re testing new markets, putting your energy where over half your new leads come from is a huge win for efficiency.
60% lower cost per acquisition compared to other platforms 1: For an SMB, a lower CPA means your marketing budget stretches further. You’re not just reaching people; you’re reaching the right people for a lot less money.
250% increase in fall enrollment year over year in targeted states across multiple paid media investments and recruitment activities (not attributable to any single platform) 1: That's explosive growth in new markets, supporting massive year-over-year sales growth when you successfully unlock a new, previously unreachable student base.
You don't need a massive budget to expand your footprint. Smart, location-based targeting combined with a low-friction lead tool can help your business find your next wave of students, no matter how far away they are.
- Briana Bronchick, Director of Marketing, New York Institute of Technology
