The Bountiful Underside of Digital Marketing
By: Laura Sheehan
Want an enrollment campaign that keeps on giving? Go digital. In addition to the many obvious reasons why college and universities should be recruiting online, here’s another:
Digital enrollment campaigns (when done right) fuel all other online recruitment investments — most notably, an institution’s website and social media presence.
A smart digital campaign captures an institution’s success story and key selling points. It disseminates this message in ads (typically on Facebook, Instagram, Google, etc.) via strategically crafted language and visuals. The audience is highly targeted (based on demographic and psychographic traits), making for a strong click through rate.
When a user clicks on the ad, they go to a landing page where they are (hopefully) inspired to fill out a conversion form. Not everyone does, of course, and herein lies the “bountiful underside.”
As an example, here’s a campaign we recently concluded for a community college: It ran from November 9-December 9 and was the college’s only enrollment campaign at the time. Ads ran on Facebook, Instagram and Google AdWords. At this point in the recruitment cycle, community college students are still in the “shopping” phase (generally speaking), so we reached them on the themes of quality, affordability, and outcomes of success.
We targeted traditional-aged college students, their parents, and adult students. Over the 30 days, the campaign delivered 887,550 impressions, reached nearly 64,000 unique users, generated 2,327 clicks and 60 conversions. Of course, the conversions matter most: 60 highly interested (e.g., targeted) users completed the campaign’s inquiry form and entered the college’s admissions funnel.
But what happened to the other 2,267 people who were interested enough to click on the ad, but not fill out the form? We cannot track them individually, but a deeper look at the institutional data shows us their continued interest:
- Inquiry forms on the institutional website grew 14% during the life of the campaign
- Website referral traffic (from the social media platforms hosting the campaign) increased by 192%
- These referred users spent 118% more time on the site and visited more pages per session (+27%)
- The college’s Facebook fan base grew 7% during the campaign
The ultimate assessment comes at the start of the new academic year when we can assess how many of the 2,237 users who were interested enough to take action, enroll. For now, these indicators show the campaign’s success in identifying, reaching, and engaging right-fit students.
Tell Us What You Think
SEARCH THE BLOG
- Inspiring Students throughout the Recruitment Process
- Your School’s Distinctive Success Story: Why & How to Market It
- Part 2: Students Say Your Website Can Make or Break Their Enrollment Decision
- Part 1: Students Say Your Website Can Make or Break Their Enrollment Decision
- The #1 Thing You Can Do for Enrollment
- Finding a “Pocket of Potential” in Summer Enrollment
- How Small & Specific Digital Enrollment Campaigns Yield Timely Results
- Decision Day and Beyond: How Digital Marketing Can Reach Prospects at Critical Points in the Enrollment Cycle
- An Enrollment Management Strategy to Offset the Federal Overtime Rule
- Community Colleges Offer Strong & Specific Value: Tell It & Sell It through Success Stories
- Inbound Inquiries are High Yielding Inquiries
- Is a High Bounce Rate Really Such a Bad Thing?
- Student Satisfaction and the Bottom Line
- Getting a Handle on Your University or College’s Social Media Strategy
- The Value of Content in a Higher Education Website
- Digital Advertising for Colleges and Universities: Don’t be Impressed by Impressions
- Enrollment-Driven Higher Ed Websites: A Recruitment Solution
- The Power of the Human Story: In Enrollment Campaigns & In Life
- Recruiting Adult Learners on Their Terms
- Community College Recruitment: Breaking old Stereotypes via Student Success Stories
- Part III: How an Enrollment-driven Website Can Serve Higher Ed Recruitment
- Part II: How an Enrollment-driven Website Can Serve Higher Ed Recruitment
- How an Enrollment-driven Website Can Serve Higher Ed Recruitment
- The 2016 Internet Trends Report: 4 Takeaways for Higher Ed Recruitment
- What Can Other Colleges Learn from Recent Closures? Staying Current in an Ever-Changing World
- From Enrollment Professional to Parent: My New Insights into the College Search Process
- Does your Higher Ed Website Work For or Against Enrollment? Three Tips to Assess its Recruitment Effectiveness
- Step Up Summer Enrollment: How a Digital Campaign Can Stem Summer Melt & Inspire New Applications
- Looking to Recruit Adult Students? Good News: They’re Telling Us How
- What Can Community Colleges do to Counteract Declining Enrollment? Turns Out Your Institutional Stories are your Best Ammunition
- 5 Tips to Celebrating — and Selling — the Value of the Humanities
- Recruiting a Shifting Demographic: Today’s Minority is Tomorrow’s Majority
- Sure, March Madness Brings an Admissions Bump — If You’re a Big Name DI University
- Higher Ed Recruitment: Can We Help Ease Students’ Stress?
- Countering the Decline: How to Sell Small Liberal Arts Colleges to Gen Z
- Put your Recruitment Eggs in the Basket-of-High-Returns
- Calculate’s Web Recruitment Strategy Recognized at Global Marketing Forum
- Digital Search: A New Way of Finding Right-Fit Students
- 6 Tips to Guide your Decision when Hiring a Digital Marketing Firm
- Content is the Driving Force Behind a Successful Higher Ed Website
- Your Website Isn’t a Project. It’s a Perpetual Work in Progress.
What We DO
42 Ridgeway Street
Newington, CT 06111
©2021 Calculate, LLC. Calculate does not discriminate against any person on the basis of race, color, religion, national or ethnic origin, age, sex, sexual orientation, gender expression or identity, veteran status or any other legally protected basis in its employment and business practices.