The Web Marketing Association is proud to present this 2023 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
WILEY BEYOND
ALABAMA COMMUNITY COLLEGE SYSTEM DESIGNS NEW WEBSITE TO HELP STRENGTHEN THE STATES WORKFORCE
Best Education Website
CHALLENGE: Alabama’s labor force participation rate was among the lowest in the nation. Alabama Community College System (ACCS) wanted to change that by better connecting residents to learning and earning opportunities in the state.
INSIGHT: 59% of Alabama’s population wanted to seek a new job but roadblocks such as awareness, education and access prevent them from doing so.
SOLUTION: ACCS and Wiley Beyond partnered to create a first-of-its-kind higher education website that targets specific populations — such as the unemployed and underemployed — and connects them to nearby in-demand jobs using Wiley Beyond’s Workforce Optimizer Tool.
Regionally targeted social media and Google ads drive residents to personalized landing pages featuring ACCS colleges within 75 miles of them and top hiring occupations in their region. With clear calls to action, a responsive design, tailored information, and tools to help match residents with the skills and education they need to get the jobs they want, the ACCS site is built to amplify career mobility.
The site meets residents where they are by showcasing free six-week training and traditional two-year and certificate programs. With actionable career pathways powered by education, the site hosts everything Alabama needs to grow and mutually benefit the residents and the state.
RESULTS: Since September 2022 launch, the landing page saw a conversion rate of 6% (6X the national average of higher education landing page conversion, which is 1.6%) and enrollment growth in high-need areas. Examples include filling one region’s CDL cohort and nursing cohorts at 4 of the 24 schools.
Contributors:
| Senior Director, Enterprise Employee Support Services, Wiley Beyond: | Marcos Alonso |
| Senior Director, State and Workforce Solutions, Wiley Beyond: | Shawn Hulsizer |
| Director, Integrated Marketing, Wiley Beyond: | Allison Zupancic |
| Creative Director, Wiley Beyond: | Maureen Swiertz |
| Senior, Copywriter and Content Strategist, Wiley Beyond : | Haley Jackson |
| Director of Communications & Marketing, Alabama Community College System: | Ebony Horton |
| Assistant Director of Strategic Enrollment Management, Alabama Community College System: | Devan Flowers |
| Executive Director for Student Success, Alabama Community College System: | Neil Scott |
| Executive Director at Alabama Community College System: | Keith Phillips |
| President at Bishop State Community College: | Olivier Charles |
WILEY
Location: USA