Case Study

Driving Mohawk College’s Recruitment Success with illumin

Objective

Driving awareness, enrollment, and long-term educational impact

Mohawk College partnered with illumin to increase awareness of the Pathways initiative, drive enrollment, and expand access to education while positioning Mohawk Pathways as an innovative model built to meet the evolving needs of students and the workforce.

Target Audience

Reaching prospective students and lifelong learners with tailored messaging

High School Graduates and Prospective Students (17–23): Students exploring post-secondary education and career pathways.
Working Professionals and Career Changers (25–35): Individuals looking to upskill, reskill, or transition into new careers.
Local Community, Lifelong Learners, and Parents (30+): Adult learners and parents seeking flexible education opportunities and career advancement.

Strategy

A full funnel approach designed to move audiences from awareness to action

The campaign was broken into 2 flights between September and January. Audiences were moved from awareness to conversion using tailored creative messages.

Ads were precisely targeted towards the intended audience, and ongoing monitoring and optimization kept the campaign aligned with key performance goals, particularly CPA (qualified visits) and CPL.

“Thank you for being such an incredible partner in executing journey-based programmatic advertising. Your platform and expertise truly elevated our campaigns, and we’re grateful for your support in helping us achieve exceptional results. ”

Campaign Goals & Key Results

Focused on measurable outcomes that drive real enrolment impact.

Drive qualified traffic to the Mohawk Pathways minisite through highly targeted digital advertising.
Increase application submissions by moving prospective students from awareness to consideration with tailored messaging.
Reach high value audiences across Display, Video, Audio, and Meta using audience specific creative.
Continuously optimize performance against CPA and CPL goals to maximize campaign efficiency.

See first-hand how illumin helps agencies thrive

Curious on how you can transform your campaigns from good to game-changing? Find out more about how you can maximize your brand reach through illumin!