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Digital Marketing Strategies to Drive Enrollment [BDI Educational Institution Marketing Forum]
The case study outlines digital marketing strategies employed by Flightpath to enhance student enrollment at Fairleigh Dickinson University. Key initiatives included transforming scholarship searches into user-friendly online tools and leveraging social media campaigns to raise awareness about summer classes and MBA programs. Results showed significant improvements in enrollment metrics, with effective cost management and increased conversions during targeted marketing efforts.
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Digital Marketing Strategies to Drive Enrollment [BDI Educational Institution Marketing Forum]
- 1. Case Study DIGITALMARKETING STRATEGIES TO DRIVE ENROLLMENT BDI Educational Institution Marketing Forum November 19, 2014
- 2. Jon Wexler VPof Enrollment Management Fairleigh Dickinson University @fduwexler Jon Fox President Flightpath @jonfox1 2
- 3. 3 FDU Goals Drive Student Enrollment Build Prospect Pool Applicant Activation ! ! !
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- 5. About Flightpath !Founded in 1994 ! Creative digital agency ! Headquartered in NYC ! 50 employees ! Results oriented ! Emotional Currency is central to our work
- 6. ! 6 Success Factors ! Brand alignment ! Unified strategy ! Integrated touch points ! Ongoing measurement & optimization Social Media ! Email Video Mobile ! ! Website ! Search ! ! Paid Media ! Games
- 7. 7 An EasyWin Scholarship Search Transforming an old-school process to an easy-to-use online tool.
- 8. 8 Another EasyWin Campus Finder Easing the enrollment process.
- 9. Key Campaigns Summer Session MBA Undergraduate Admissions
- 10. Think Summer Targets ! Current Students ! Visiting Students ! Prospective Students ! Returning adult learners in close proximity to FDU campuses Goals Drive awareness of summer classes and boost program enrollment
- 11. Think Summer Challenges ! Not the most highly enrolled programs ! No financial aid available Opportunity ! Attract last minute enrollees
- 12. Think Summer Tactics ! Facebook Content & Engagement ! Facebook Ads Results/Conclusions ! Anecdotal lift in enrollment ! Good ‘branding exercise’ ! Positive impact on student communication
- 13. MBA ! Saturday ! Part-time ! Full-time ! Executive
- 14. MBA Goals Lesstime sensitive than summer ! Boost applications ! Drive program enrollment ! Capture leads ! Provide information and showcase program benefits ! Answer common questions ! Evoke a sense of urgency Tactics ! Search Engine Marketing ! Social Media • Facebook • LinkedIn
- 15. SEM Landing Pages 15 Branded Campaign Full-Time Campaign
- 16. SEM Performance AugOct Nov Dec Jan Total Impressions 100,680 113,545 126,843 93,225 116,201 550,494 Clicks 1,877 2,160 2,133 1,494 1,768 9,432 CTR 1.86% 1.90% 1.68% 1.60% 1.52% 1.71% CPC $4.25 $3.42 $3.26 $3.89 $3.96 $3.72 Conversions 70 88 94 84 81 417 Conversion Rate 3.73% 4.07% 4.41% 5.62% 4.58% 4.42% Cost per Conversion $113.95 $83.89 $74.00 $69.14 $86.50 $84.24
- 17. Conversions & CostPer Conversion 17 $120.00 $100.00 $80.00 $60.00 $40.00 $20.00 $0.00 100 80 60 40 20 0 Aug Sep Oct Nov Dec Jan Conversions Cost per Conversion ! Cost per conversion was at an all time low during November at $74 ! Conversions were also at a high during November ! A lower CPC in November contributed to the higher performance
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- 19. Results 19 400+Conversions Approximately 200 engaged in application process 4 bona fide enrollments within 60 days
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- 21. 21 The Opportunity ! Playing to school’s unique strengths ! Knowing the audience ! Cut through the clutter ! Surprise, delight and energize ! Gather data/ intelligence
- 22. 22 Three Essential Drivers of Motivation Autonomy Purpose Mastery
- 23. 23 Gameplay: Multi-levelBrain Teasing Puzzles
- 24. Gameplay: Multi-level BrainTeasing Puzzles 24 ! MASCOT RUSH Screenshot
- 25.