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

1. HIGH-IMPACT
PARTNERSHIPS
A Fruitful Conversation on Building
Digital Strategy for Marketing
And Admissions

2. INTRODUCTIONS

3. Overview
High-Impact Campus Partnerships
A FRUITFUL CONVERSATION ON DIGITAL
STRATEGY FOR MARKETING + ADMISSIONS

4. MARKETING HEARS…
MORE LEADS
BETTER LEADS
SHOW ME THE ROI
ADMISSIONS SAYS…
QUANTITY
QUALITY
MEASUREMENT

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. MARKETING HEARS…
FIND ME MORE LEADS
ADMISSIONS SAYS…
WE NEED MORE
CANDIDATES

7. LINKEDIN
LEAD GEN FORMS

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. NEW & NEXT:
VIDEO RECRUITMENT

10. MARKETING HEARS…
QUALIFY LEADS MORE
DIRECTLY
ADMISSIONS SAYS…
WE NEED BETTER
CANDIDATES

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. NEW & NEXT:
BRANDED THOUGHT LEADERSHIP

13. MARKETING HEARS…
WHAT IS THE ROI?
ADMISSIONS SAYS…
SHOW ME THE VALUE
OF DIGITAL

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. • 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. THANK YOU.
QUESTIONS?
@convergeorg
convergeconsulting.org
#convergepresents
@emorygoizueta
goizueta.emory.edu
#MeetGoizueta

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.
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