Know Your Numbers

Released: Tuesday, March 14

#1. At the start of the school year, approximately what percentage of high school seniors are 18 years old and therefore eligible for direct digital and social media marketing?

Answer: 10.6%

To target a student directly via Facebook & Instagram, or utilize geotargeting ads with filters via the Google Display Network (GDN), the student must be 18 years or older.

Source: Fire Engine RED

#2. During the pandemic, which state was NOT among the top five states with the most population growth?

Answer: California  

The pandemic generated new domestic migration patterns. During the pandemic, California’s net population decreased by 261,000. Arizona, Florida, Georgia, North Carolina, South Carolina, Tennessee, and Texas rounded out the top seven states for growth while California, Illinois, and New York had the greatest declines.

Source: Joint Center For Housing Studies of Harvard University

#3. When Fire Engine RED added text messaging at key intervals to a client’s Student Search campaign, the inquiry conversion increased by:

Answer: 25%  

Text messaging can be highly effective at key intervals during Student Search campaigns, especially when it’s tied to a specific event or date.

Source: Fire Engine RED

#4. From 2019 to 2022, the number of first-year students who used the Common Application to apply to college increased by:

Answer: 20%  

This increase is significant because the number of first-year students using the Common Application has now exceeded pre-pandemic levels.

Source: Inside Higher Ed/Brookings

#5. Within Student Search campaigns, what percentage of email opens are actually opened by the Apple Mail Privacy Protection system versus real students?

Answer: 54%  

At Fire Engine RED, our Student Search software is able to detect the difference between an actual student open versus a machine open via the Apple Mail Privacy System. As a result, we’ve changed the way we report to our Student Search clients, which enables them to know which students are actually engaged with their campaign.  

Source: Fire Engine RED