challenges

Peel Adult Learning Centre (PALC) has been a trusted provider of academic upgrading programs for over 30 years. As a non-profit organization, they are dedicated to helping adults improve their education, career prospects, and overall quality of life. However, they faced a significant challenge: increasing enrollment in key programs, including CAEC preparation, CollegeReady, ApprenticeshipReady, and WorkReady.

After our initial analysis, our biggest takeaway was this: their online strategies spoke to everyone and no one at the same time. The design and messaging did not feel truly connected to their audience, which limited engagement and enrollments. They needed a targeted strategy to drive real results.

approach

We began with a deep dive into PALC’s brand and audience. Our first step was to hold a strategy meeting to gain a clear understanding of PALC’s clients, their industry, and the challenges they faced. Using the StoryBrand framework, we identified the main target audience for PALC’s programs. From there, we developed a comprehensive strategy plan that included both advertising and social media.

We focused on striking a fine balance—aligning with PALC’s existing brand while refreshing the look and messaging to be more relatable and engaging for their audience.

Solution

This led to the creation of the #MyFutureStory campaign, designed to attract and connect with the right audience in a meaningful way. Instead of promoting programs in a literal way, the campaign allowed potential enrollees to envision themselves in the ideal roles they are working toward after the program. Whether that be landing a new job, advancing in their career, or preparing for college. By showcasing real-life job scenarios, aspirational messaging, and clear pathways from education to career opportunities, the campaign helped make the decision to enroll feel both achievable and exciting.

With this foundation in place, we developed a targeted ads strategy and a cohesive social media plan, ensuring that all online touchpoints were streamlined and optimized.

Our strategy included:

• Market & Audience Analysis – Identified key demographics, behaviors, and online habits of potential students.
• Storytelling-Driven Campaigns – Crafted messaging that resonated with adult learners, addressing their goals and barriers.
• Optimized Google & Meta Ads – Used strategic keyword targeting, compelling ad creatives, and audience segmentation to drive engagement.
• Landing Page Enhancements – Improved speed, structure, and content to increase conversions.
• Budget Optimization – Shifted spending toward high-performing ads while cutting wasted spend.
• A/B Testing & Performance Refinement – Continuously tested different ad formats, headlines, and CTAs for maximum impact.
• Social Media Strategy – Implemented the same campaign strategy across Facebook and Instagram to improve engagement and visibility.

Key Takeaways

• Bigger Results, Smaller Budget – Strategic adjustments allowed PALC to reach more potential students while spending 33% less on ads.
• Precision Targeting – Finding the right audience meant higher-quality leads and more enrollments across multiple programs.
• Smarter Campaigns, Better Engagement – Stronger ad creatives, improved landing pages, and optimized bid strategies led to higher engagement and lower costs.
• Turning a Struggling Campaign into a Success Story – By refining the marketing approach, we transformed PALC’s campaign into an industry-leading success.

Through strategic optimizations and a deep understanding of their audience, PALC was able to expand their reach, increase enrollments, and do more with less. This success sets the foundation for continued growth and efficiency in their student recruitment efforts.