AMERITECH COLLEGE
OF HEALTHCARE
Improving Healthcare College Leads With Video Ads
Exploring new ad platforms helped increase visibility and leads for this healthcare college’s medical assisting program.
The leader in collaborative work management (CWM) software needed to launch two new solutions for their enterprise audience. Using hyper-targeted, story-driven animations, they saw an 84% increase in referral traffic via paid social.
THE CLIENT
Ameritech College of Healthcare is an accredited college in Utah training the next generation of nurses, medical assistants, and occupational therapy assistants in the shortest time possible.
THE CHALLENGE
Ameritech’s medical assistant program wasn’t getting the quality leads it needed, so Bonfire set out to find them. The demographic data on medical assisting students showed they tended to be younger, more active on social media, and heavy mobile users. Animations and video ads emphasizing the path to a new career needed to meet potential leads where they were on two new channels.
THE CLIENT
Ameritech College of Healthcare is an accredited college in Utah training the next generation of nurses, medical assistants, and occupational therapy assistants in the shortest time possible.
THE CHALLENGE
Ameritech’s medical assistant program wasn’t getting the quality leads it needed, so Bonfire set out to find them. The demographic data on medical assisting students showed they tended to be younger, more active on social media, and heavy mobile users. Animations and video ads emphasizing the path to a new career needed to meet potential leads where they were on two new channels.
THE SOLUTION
Bonfire created animated ads for Instagram and YouTube showing potential students the speedy path to a new career as a medical assistant. Bonfire based targeting on the persona’s interest and location and used Google’s custom intent and affinity interest to directly target people interested in medical assisting.
THE SOLUTION
Bonfire created animated ads for Instagram and YouTube showing potential students the speedy path to a new career as a medical assistant. Bonfire based targeting on the persona’s interest and location and used Google’s custom intent and affinity interest to directly target people interested in medical assisting.
THE RESULTS
YouTube is historically suited for generating brand awareness. Instagram Stories’ “swipe up” shows consideration by directing users to a landing page. With this in mind, Bonfire expected Instagram ads to outperform YouTube.
By campaign’s end, Instagram Stories brought in more leads, but YouTube had a much lower cost per impression. Bonfire also tested landing pages against lead forms and found that landing pages outperformed forms with a 500% increase in leads.
THE RESULTS
YouTube is historically suited for generating brand awareness. Instagram Stories’ “swipe up” shows consideration by directing users to a landing page. With this in mind, Bonfire expected Instagram ads to outperform YouTube.
By campaign’s end, Instagram Stories brought in more leads, but YouTube had a much lower cost per impression. Bonfire also tested landing pages against lead forms and found that landing pages outperformed forms with a 500% increase in leads.
“During our 5-year partnership with Bonfire, they’ve been an invaluable resource. Their copy and design are head-and-shoulders above what other healthcare colleges are using, and the reporting they provide helps us find and connect with our core audience. We wouldn’t be where we are today without their hard work and expertise.”
JOSH KNOTTS MBA, VP, STRATEGY & MARKETING, AMERITECH COLLEGE OF HEALTHCARE
“During our 5-year partnership with Bonfire, they’ve been an invaluable resource. Their copy and design are head-and-shoulders above what other healthcare colleges are using, and the reporting they provide helps us find and connect with our core audience. We wouldn’t be where we are today without their hard work and expertise.”
JOSH KNOTTS, MBA, VP, STRATEGY & MARKETING, AMERITECH COLLEGE OF HEALTHCARE
“During our 5-year partnership with Bonfire, they’ve been an invaluable resource. Their copy and design are head-and-shoulders above what other healthcare colleges are using, and the reporting they provide helps us find and connect with our core audience. We wouldn’t be where we are today without their hard work and expertise.”
JOSH KNOTTS, MBA, VP, STRATEGY & MARKETING, AMERITECH COLLEGE OF HEALTHCARE
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