Time until next campaign phase
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    until May 1, 2026


    CAMPAIGN SCHEDULE

    Carleton University · undergraduate recruitment ad campaign

    Sep 2025 – Aug 2026  ·  aligned to admissions calendar

     
    Sep
    Oct
    Nov
    Dec
    Jan
    Feb
    Mar
    Apr
    May
    Jun–Aug
    Awareness
    Brand & program reach
    Consideration
    Why Law at Carleton?
    Intent
    Apply now
    Conversion
    Accept your offer
    Retention
    Enrol & belong
     
    Always-on
    search
    Google Search · awareness · all months
     
     
     
     
    Fall
    Open House
    Oct 25
     
     
    OUAC
    opens
    Nov
     
     
     
    OUAC
    deadline
    Jan 15
     
     
     
    March
    Open House
    Mar 14
     
     
    Intl deadline
    Apr 1
     
     
    Accept offer
    Jun 1
     
     
    Awareness
     
    Consideration
     
    Intent
     
    Conversion
     
    Retention
     
    Google Search (always-on)
     
    Open house
     
    Key deadline

    CAMPAIGN PHASES

     
    1

    Phase 1

    Start a journey

    A student walks forward as the world shifts around them — cities, landscapes, possibilities. This is the discovery phase. We are not selling a program. We are inviting curiosity and signalling that their journey starts with a single step.

    Awareness Exploration Brand reach Sep – Jan
    2

    Phase 2

    Skills and value

    Students do not choose programs — they choose identities. Buckets like media making, global systems, and policy translate complex degrees into clear story worlds. Students see themselves quickly. Friction drops. The path from curiosity to "this fits me" gets shorter.

    Consideration Interest-based Story worlds Nov – Mar
    3

    Phase 3

    Feelings, not facts

    Short, authentic student videos. Waking up, transit, coffee, campus, friends. Nothing staged. Nothing explained. Just real life unfolding. The question students are silently asking before they commit: Can I see myself here? We answer it with atmosphere, not information.

    Conversion Belonging Day in the life Mar – Jun
     
     
     

    SOCIAL PERFORMANCE

    Social media platform comparison

    Carleton University undergraduate campaign

     
    Meta
    YouTube
    TikTok
     
    Impressions
    3.15M
     
    4.2M
     
    7.44M top
     
     
    Clicks
    94K top
     
    63K
     
    41K
     
     
    CPC ($)
    $0.15 cheapest
     
    $0.28
     
    $0.27
     
     
    CTR (%)
    2.99% top
     
    1.5%
     
    0.55%
     

    Meta wins on engagement (CTR 2.99%, cheapest CPC $0.15) making it the best conversion driver. TikTok dominates reach (7.44M impressions) but has the lowest CTR — ideal for awareness. YouTube sits in the middle, solid for consideration-phase video content.

    Meta
    3.15M
    impressions
    94K
    clicks
    $0.15
    CPC
    2.99%
    CTR
    Best for conversion
    YouTube
    4.2M
    impressions
    63K
    clicks
    $0.28
    CPC
    1.5%
    CTR
    Best for consideration
    TikTok
    7.44M
    impressions
    41K
    clicks
    $0.27
    CPC
    0.55%
    CTR
    Best for awareness

    Meta delivers 20x more CTR than TikTok at half the CPC — every dollar works harder. TikTok's reach is unmatched at 7.44M but is a top-of-funnel play. Budget recommendation: weight Meta heavily for intent and conversion phases, TikTok for awareness blasts.

    Average Social: Meta: CTR: 0.7% CPC: 0.80 / Youtube: CTR 0.4% CPC 1.0 / Tiktok: CTR 0.5% CPC 0.80

    TOP SEARCH KEYWORDS