Let’s do some math. Take your monthly supply of new blog visitors, add a 25 percent click-through-rate, and what do you get? Well, if you’re Granite State College, you get revenues exceeding $171,000. Now that’s some serious business blogging. Here’s how they did it.

The Challenge

Granite State College (GSC) is a public college for adult learners, providing a high-quality education to those who need a more flexible schooling approach. Because of their excellent programs, GSC gets large amounts of positive feedback from its base of current students and alumni. The GSC marketing department needed an easy way to capture and broadcast that feedback online as a way to engage with current and prospective students.

The Solution

Compendium’s business blogging platform provides the perfect fit for Granite State College. Initially, GSC used Compendium’s StoryCapture technology to capture student stories. Then, they identified the best stories and hired their respective writers to be ongoing student bloggers. Today, Compendium provides GSC’s students, faculty, and staff with personal blog accounts. These accounts feature message meters and content tools to help writers create personal, on-message posts about their experiences at Granite State College.

The Results

One month after implementing their StoryCapture program, Granite State earned a 25 percent click-through-rate on its “Apply Now” and “Get More Info” calls-to-action, generating an estimated $171,000 of revenue in the process. The continued success of GSC’s program has led to a full-blown marketing campaign, complete with roadside billboards and 30-second TV commercials that feature re-enactments of student and alumni stories. To date, over $2 million of revenue is attributed to GSC’s StoryCapture campaign.

Kate Benway, the Media Engagement Coordinator at Granite State College, had this to say about GSC’s Compendium program: “Partnering with Compendium has encouraged our team of bloggers to tell their  honest stories—ultimately driving prospective students to enroll at Granite State. The platform gives us  total control and is easy to moderate. Our Compendium program has been a hands-down success.” See GSC’s blog for yourself at http://blog.granite.edu.