Education

Opportunity

“Fill the enrollment funnel” by increasing number of prospects attending campus visits or requesting information from the university

Strategic Approach

Dig into the media behavior of high school seniors and their parents to target them with curriculum and campus visit information at the right time and place.

Execution

Implement a Search Marketing Campaign consisting of branded terms and program specific ad groups designed to encourage sign-ups for campus visits. Include a Pandora branding/awareness campaign geo-targeted to counties representing 85% of student enrollment. Finally, employ a Mobile Digital Campaign using behavioral and contextual targeting strategies geo-fenced around key feeder high schools and priority counties representing 85% of student enrollment to drive awareness and visits.

Results

SEM campaign delivered 4x the industry average CTR
Campus visits increased by 47% and the number of phone call inquiries doubled versus the previous year