Higher Education

Data-first strategies to reach new students.

Client

A 120 year old private, non-profit university known for graduate programs was looking to grow undergraduate enrollment.

Goal

Increase Fall enrollment 30% by driving online lead generation.

Strategy

With a target audience of adult learners in a dense urban city, a targeted media approach was critical. We developed a comprehensive media plan consisting of more than 35 tactics across Display, Video, Social, Newsletter, and Search to reach the audience across multiple touch points. We also helped define and implement a multi activity attribution model (soft conversions, calls, leads, and applications), creating a feedback loop to measure and optimize the campaign. The media plan remained flexible throughout execution, letting data guide optimizations and strategic budget shifts across audiences, tactics, and platforms.

Results

The campaign helped our client exceed monthly, quarterly, and semester goals for leads, applications, and enrollment. Optimizations improved performance throughout the campaign.