How CU Denver’s Business School Marketed an Open House Event on Campus
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Webinars and open houses are a staple in higher education marketing and recruitment. Many schools are planning and hosting events to boost enrollment, but few think to leverage paid advertising in their promotion strategy. Are you interested in promoting and hosting an event on your campus? This 45-minute session will cover: -Best practices for event marketing on ad channels—when, where and why -How to budget for digital advertising for the event -Ad campaign setup and event landing page best practices -Outcomes and ROI
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How CU Denver’s Business School Marketed an Open House Event on Campus
- 1. PRESENTERS: Robyn Anderson Kim Halpern How CU Denver Business School Marketed an Open House on Campus WEBINAR | 9.21.16
- 2. About the Presenters 2 Kim is Director of Marketing and Communications at University of Colorado Denver Business School. Kim develops and implements advertising and marketing strategies that lead to successful student recruitment. Robyn is Vice President of Business Development at Converge Consulting. Robyn meets with colleges and universities across the nation to help them implement strategies to increase student recruitment and retention using new and next marketing methodologies.
- 3. Agenda 3 CU Denver The Event Event marketing vs. Program Marketing Setting expectations Methodology Strategy Facebook Events Facebook Display/Retargeting
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- 7. THE EVENT
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- 11. THE PROCESS
- 12. Discovery 12
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- 15. Strategy 15
- 16. Execution 16 Tips for managing successful multi-channel campaigns: • Rotate ad creative • Implement additional remarketing lists • Update social media target audiences • Update ad messaging • Pause channels that produce a high CPL • Implement new channels
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- 18. THE PROJECT
- 19. Event Marketing vs. Program Marketing 19 • Display Advertising • IP Address / Geofencing • Contextual / Behavioral • Specific websites • Social Media Advertising • Facebook / Instagram • LinkedIn • Search Engine Marketing (SEM) • AdWords / Bing Ads • Retargeting / List Targeting • Display ads • Social Media
- 20. Ad Content & Creative 20
- 21. Continued… 21
- 22. Continued… 22
- 23. 23 Continued…
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- 26. 26 Facebook Lead Generation Ad Example
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- 28. Remarketing 28
- 30. RESULTS
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- 32. Results • 137 event RSVPs in 38 days • 70% of total event attendees from Converge digital advertising • $100 cost per RSVP 32
- 33. Thank You! 33 Robyn Anderson VP of Business Development, Converge robyn@convergeconsulting.org Kim Halpern Marketing Director, CU Denver
- 34. 34 CHRISTINE HUTCHINS VP for Communications & Marketing, Mt. Holyoke University JIA JIANG Founder & CEO, Wuju Learning BRITNEY MULLER SEO & Content Architect, Moz MICHAEL SCHINELLI CMO, Kenan-Flager School of Business, UNC