Using affinity-specific content, Storylift gave Education Corporation of America (“ECA”) one of the largest for-profit colleges in the U.S., a jolt in their enrollment numbers at over 60 campuses nationwide.
The for-profit education industry in the U.S. enrolled almost 2.5 million students in the U.S. every year. With over 2,800 for-profit colleges competing both with each other and with some 4,000 additional not-forprofit institutions, the competition for these students was intense. Like many such industries, for-profit schools rely heavily on traditional Paid Search and third-party Pay-Per-Lead (PPL) vendors —many of whom sell leads to multiple schools. This lead generation model results in a self-defeating cycle of institutions essentially bidding against themselves because their Paid Search and digital budgets are being deployed on the same intent markers and in the same markets that their Pay-per-Lead (“PPL”) vendors are also bidding.