Background

The University has five campuses located across the country. They offer degree programs in graduate nursing, physical therapy, occupational therapy, and speech-language pathology, as well as continuing education certificate programs.  

 

Challenge

Amidst a highly competitive market where new graduate programs were proliferating at schools across the country, the University wanted to expand their graduate programs to new geographies. They needed a partner to help them increase the number of prospective students interested in their niche graduate programs while reducing their Cost Per Paid Enrollment (CPPE). 

 

Solution

We saw an opportunity to think differently with several core objectives. 

Here’s what we did.

• Strategically examined existing campaign structures to improve efficient lead capture. We identified issues with data accuracy and built geo-specific campaign structures to ensure platforms were prioritizing leads that were most likely to convert.
• Analyzed the application data to create a tiered geographical strategy allowing us to focus dollars on geos with the highest conversion rates.
• Optimized paid search by extensively building out keywords and built out over 160 ad groups to mirror user behavior and ensure that ad copy was tailored to each search query.
• Implemented a hybrid tracking strategy. We leveraged a combination of Google Analytics and Salesforce data to track campaign impact. 

 

Results

Our extensive program audit, brand research, and paid search rebuild led to incredible results along with a Silver Drum Award for marketing effectiveness in the “Search” Category!

• A Y/Y increase of 35% in lead volume from Google and Bing paid search campaigns.
• Conversion rate improvement of 153% and a reduced CPPE

 

Services Included

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