Changing the View of Higher Education Marketing

The Problem

A Colorado university was experiencing enrollment declines based on breaks in 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.
A Colorado university was experiencing enrollment declines based on breaks in 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

It's no longer about just optimizing your website for Google, but across the entire web. Our SEO specialists think of search holistically, taking into account all of the strategies that can help you be as digitally visible as possible. 

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.
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The Results


As a result of our digital media efforts, 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.

As a result of our digital media efforts, 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.

Connect with Audiences


13%
Increase Year-over-Year Enrollments
42%
Increase New Website Visitors
35%
Increase Average Session Duration
25%
Decrease Bounce Rate

Connect with Audiences

1.5m
Social Media Impressions
80.7k
Monthly Adwords impressions
854k
Monthly Display Impressions