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The Division of Academic Outreach in the University of Alabama College of Continuing Studies realized a 60% increase in website visits and an 80% increase in website inquiries in a one-year period through strategic implementation of online marketing techniques. With all this new interest being generated, UA sought to balance personal engagement with a high-volume of inquiries. The answer for UA: embracing interactive marketing. Through a combination of paid search, search engine optimization, e-mail communication, and CRM implementation, UA has been able to attract more qualified leads and engage them in a meaningful way in order to improve enrollment.