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Emory + Converge: High Impact Partnerships

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A fruitful conversation on building digital strategy for marketing and admissions as presented at EMBAC National 2017.

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Emory + Converge: High Impact Partnerships

  1. 1. HIGH-IMPACT PARTNERSHIPS A Fruitful Conversation on Building Digital Strategy for Marketing And Admissions
  2. 2. INTRODUCTIONS
  3. 3. Overview High-Impact Campus Partnerships A FRUITFUL CONVERSATION ON DIGITAL STRATEGY FOR MARKETING + ADMISSIONS
  4. 4. MARKETING HEARS… MORE LEADS BETTER LEADS SHOW ME THE ROI ADMISSIONS SAYS… QUANTITY QUALITY MEASUREMENT
  5. 5. DIGITAL ENROLLMENT FUNNEL AWARENESS CONSIDERATION INQUIRY APPLICATION/ ENROLLMENT Display Advertising | Video & Social Advertising | Career Fairs | Traditional Media Webinars & Info Sessions | Program Pages Blog Content & Resources Landing Pages | Website RFI Email Contact Started | Completed Deposited
  6. 6. MARKETING HEARS… FIND ME MORE LEADS ADMISSIONS SAYS… WE NEED MORE CANDIDATES
  7. 7. LINKEDIN LEAD GEN FORMS
  8. 8. Budget Allocation We have shifted our lead generation budget for LinkedIn to run Lead Gen Forms due to the success we have seen so far. Lead Gen Forms are pre-filled with accurate LinkedIn profile data, letting members send you their professional info with just a couple of clicks. LINKEDIN LEAD GEN FORMS
  9. 9. NEW & NEXT: VIDEO RECRUITMENT
  10. 10. MARKETING HEARS… QUALIFY LEADS MORE DIRECTLY ADMISSIONS SAYS… WE NEED BETTER CANDIDATES
  11. 11. HIGH-IMPACT TARGETING + CONTENT Targeting the Right Person: • Geography • Job Title • Job Function or Skills • Job Seniority • Field of Study Targeting Tips • Years of experience > Age
  12. 12. NEW & NEXT: BRANDED THOUGHT LEADERSHIP
  13. 13. MARKETING HEARS… WHAT IS THE ROI? ADMISSIONS SAYS… SHOW ME THE VALUE OF DIGITAL
  14. 14. WHAT YOU CAN MEASURE AWARENESS CONSIDERATION INQUIRY APPLICATION/ ENROLLMENT Impressions | Reach | Page Views | Video Plays Time on Page | Number of Pages Viewed Webinar & info Session Sign Ups | Clicks & Opens Form Conversions | Email Contact Resume Reviews & Interviews Started | Completed Deposited
  15. 15. • Quantity: If you’re looking for more candidates, ask marketing for strategies to reach new markets or broader audiences. • Quality: If you’re looking for better candidates, ask marketing for strategies to qualify leads more directly. • Measurement: If you want to understand the value of your investment in digital, ask marketing for an ROI report. KEY TAKEAWAYS.
  16. 16. THANK YOU. QUESTIONS? @convergeorg convergeconsulting.org #convergepresents @emorygoizueta goizueta.emory.edu #MeetGoizueta
  17. 17. FREE RESOURCE: THE DIGITAL ADVERTISING ROI BENCHMARK This ebook walks through how to calculate and apply a metric called Breakeven Cost-per- Lead (CPL) to determine if your campaigns are yielding a positive return. Download Now

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