Archives of Marketing

Less Leads, More Starts: A Higher Education Case Study

The Problem Our client was experiencing enrollment declines based on breaks in internal process amplified by external market forces. With lead flow not translating down-funnel into enrollments, a revamped marketing and sales strategy was needed in order to optimize conversion rates and put their programs on a positive enrollment trajectory. The Solution: Maximizing Efficiency – Not […]

Writing to Win: Why Copywriting and Digital Marketing Go Hand-in-Hand

PIN’s Senior Copywriter, Jeff Erbert, wrote about the importance of the written word and how language is the true  foundation of captivating marketing. ————————————— Writing to Win   Today’s technology makes reaching your target demographic fast, accurate, and cost-effective. One social media post, one display advert, one video can reach thousands of consumers in the time […]

Flattening the Hurdles to Enrollment: A Case Study

The Problem Our client’s goal to increase starts in their graduate nursing programs was challenged by lengthy lag periods as well as drop-off between lead submission and enrollment. With an unclear vision of how, when, where and why incoming students were navigating the steps to enrollment, it was difficult for marketing and admissions teams to […]
third-party data

The Future is Changing for Third-Party Data in Marketing

Over the past several years, consumers have become infinitely more aware of ways their private information is being shared. As a result, the foundation on which third-party data is used for marketing has shifted dramatically. For example, web browsers such as Firefox and Safari have cracked down on online ad trackers, and GDPR and other data […]

Cost Per Enrollment: Adding Value to an Efficiency Metric

Cost per enrollment (CPE) is one of the chief metrics used to evaluate marketing efforts in higher education. In simplistic terms, CPE tracks the “cost” of putting a student in the classroom by comparing how much an institution spends in marketing with how many enrollments that generates. Like other quantitative measures of success in higher […]

The Importance of Lead Source in Increasing Student Lifetime Value

In 2017, 66% of admissions directors in higher education missed their enrollment goals. This figure is up from 62% in 2016 and 57% in 2015, a trend that has many higher education marketing departments scrambling for more leads and not necessarily better leads in order to meet enrollment benchmarks. The focus on high-touch, high-quantity lead generation has led […]

Changing the Perspective of Higher Education Marketing With Student Lifetime Value

Higher education is in the midst of an existential crisis. As enrollment continues to dwindle (by nearly nine percent since 2011, according to National Student Clearinghouse), many colleges, especially smaller private institutions that rely mostly on tuition, are facing increasing deficits that hinder their ability to invest in academic programs, student services and facilities. This is […]

The Digital Marketing Map of Acronyms

Digital Marketing Infographic We recently posted a guide summarizing many of the most commonly used (and misused) digital marketing acronyms. If you missed it, check it out here. For a bigger-picture representation, we constructed the infographic below to illustrate how these acronyms are connected and how they apply to the digital marketing world as a […]