Presentation: Digital Marketing Strategies to Drive Enrollment Presented By: Jon Fox, President,Flightpath & Jon Wexler, Vice President of Enrollment Management, Fairleigh Dickinson University Jon Fox founded the agency that would become Flightpath in his Greenwich Village apartment in 1994. A veteran of twenty years of digital marketing, he is a recognized leader in helping organizations of all sizes maximize their investments across the web and broader channels. Jon is an exceptional business analyst focused on achieving measurable results for his clients. In his role as president, Jon drives the overall direction of Flightpath, oversees/guides digital strategy for a number of key accounts and works hard to develop and mentor his talented staff. Jon recently completed his 11th NYC Marathon. He lives in Brooklyn with his wife, kids and dog. As the vice president of enrollment management for Fairleigh Dickinson University, Jonathan Wexler is regularly traveling across the country and around the world representing FDU! Over the past four years, Wexler has worked to increase applications for freshman and transfer admissions by more than 65 percent — while collaborating on new education initiatives — including Silberman College of Business’s Saturday MBA Program and the University-wide Combined Degree Advantage Program. Wexler received his bachelor’s degree at Goucher College in Baltimore, Md. before completing a master’s in higher education administration at University of South Carolina. He joined FDU in 2008.

1. Case Study
DIGITAL MARKETING
STRATEGIES TO DRIVE
ENROLLMENT
BDI Educational Institution Marketing Forum
November 19, 2014

2. Jon Wexler
VP of Enrollment Management
Fairleigh Dickinson University
@fduwexler
Jon Fox
President
Flightpath
@jonfox1
2

3. 3
FDU Goals
Drive Student
Enrollment
Build
Prospect Pool
Applicant
Activation
! ! !

4. TODAY’S
CASE STUDY

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 Easy Win
Scholarship Search
Transforming an old-school
process to an easy-to-use
online tool.

8. 8
Another
Easy Win
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
Less time 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
Aug Oct 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 & Cost Per 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

18. Social Campaign Support

19. Results
19
400+ Conversions
Approximately 200
engaged in application process
4 bona fide enrollments
within 60 days

20. APPLICANT
ACTIVATION
20

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-level Brain Teasing Puzzles

24. Gameplay: Multi-level Brain Teasing Puzzles
24
! MASCOT RUSH Screenshot

25. THANK YOU
flightpath.com