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Changing the View of Higher Education Marketing

Posted inCase Studies, Education, Marketing

The Problem

A Colorado university was experiencing enrollment declines based on breaks in the internal process amplified by external market forces.  With limited resources, they needed to create a focused marketing and sales strategy to put their programs on a positive enrollment trajectory.

Establish accurate cost per enrollment to guide budget modeling and enrollment projections

Evaluate current sales funnel to identify breaks in process that are contributing to enrollment drop-off

Harness first, second and third party data across traditional and digital technologies

Deploy and optimize digital media & content to drive engagement for prospects throughout the different stages of the sales funnel

The Strategy

Based on 1st and 3rd party data insights, we generated tailored personas and deployed paid social and display advertising campaigns to those specific audience segments. In addition, we utilized remarketing strategies to engage prospects within the applicant funnel. Lastly, we utilized lists of prospects to directly target individuals in specific stages of the admissions process.

Leveraging the strong brand and reputation of the university, both local and national paid media messaging focused on the overall brand while remarketing campaign messaging focused on specific programs with which prospects had engaged. Budgets and messaging shifted throughout the year based on seasonality and application deadlines. Over time, campaigns were also tailored based on which messaging and personas were garnering the most engagement.

“PIN consists of a highly dedicated staff working hard to get you the best results. They have the talent and skillset to make your company grow. Be ready for action and results!!!”

Dale T.

The Results

As a result of our digital media efforts, the volume and quality of traffic to our client’s website increased for all major metrics. Within one enrollment cycle, our client was able to achieve a 13% increase in year-over-year enrollments, even with a more restricted budget.  Additionally, by identifying breaks in their internal sales process, we were able to implement changes to better nurture leads and increase down-funnel conversion rates. Lastly, we were able to establish an accurate cost per enrollment to help with forecasting and budgeting for future enrollment cycles.