Each year the college enrollment process gets a bit easier for applicants and a bit harder for institutions. Many prospective students apply to a number of different schools leaving institutions wondering how many students will actually convert. Filling the top of the admissions funnel is one way to increase the final conversion rate, but filling the funnel with the right group of prospects is also key. By selecting key audiences, creating visuals and messages specifically for those audiences, and delivering the content at the right time, this campaign exceeded the success metrics of previous initiatives and filled the top of the admissions funnel.