for Higher Education Audience Strategies€¦ · Group of your enrolled students Analyze: Search...

Audience Strategies for Higher Education

#CarnegieConf

Confidential & ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

My Fun Fact

Yesterday: A simple approach to reaching audiences

‘Traditional’ demographics don’t always tell the full story

Free coding classes at the New York Public Library, what percent

were women? 73%

Today: Real-time data dictates targeting decisions

“...put people, every individual distinctly, at the center of your entire marketing

strategy.

right message to the right individual all day or night just when they need it.”

Audience Signals = Greater Profit

-53%CPA decrease

+10%Conversion increase

+20%Conversion rate increase

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Now what?

FindKeep

Now what?

FindKeep

Now what?

FindKeep

Now what?

FindKeep

Who are your most valuable student prospects?

7,369,578,896

Collect

STEP 1: COLLECTStart With Who You Know

Proprietary + ConfidentialSTEP 2: ORGANIZE According to The Student’s Path to Enrollment

Homepage

School Page

Degree Page

Enrollment

Prospective Students

Homepage

School Page

Degree Page

Homepage

School Page

Degree Page

Enrollment

Homepage

School Page

Degree Page

Enrollment

ORGANIZE According to The Path to Enrollment

Homepage

School Page

Degree Page

Enrollment

Homepage

School Page

Degree Page

Enrollment

❏ Collect touchpoints of students you knowFind

Keep❏ Organize according to

the journey to enrollment

FindKeep

Prospect New Students to Grow Your Student Base

Filling the Journey to Enrollment Funnel

Homepage

School Page

Degree Page

Enrollment

Students we know

Students we don’t know

FOUNDATIONDemographic Targeting

Contextual Targeting

NEXT LEVEL

Your Audience Data

Reaching Students We Don’t Know

Find New Students Similar to the Students You Already Know

Group of your enrolled students

Analyze:● Search behavior● Browsing behavior

Find prospective students with similar behaviors

“Best colleges in Boston”

Boston.com

Your Data Google Data+

FindKeep

❏ Audience first approach

❏ Leverage your data to grow your student base

❏ Use Google data to fill the gaps

FindKeep

Keep & Re-Engage with Students

Homepage

School Page

Degree Page

Enrollment

Remember to ORGANIZE According to The Path to Enrollment

Homepage

School Page

Degree Page

Enrollment

Homepage

School Page

Degree Page

Enrollment

Homepage

School Page

Degree Page

Enrollment

UNDERSTAND Student Behavior as They Move Through the Funnel

Homepage

Enrollment

Sophomore in HS - starting to explore schools

Homepage

School Page

Degree Page

Decided on Boston - Unsure of Degree

Homepage

School Page

Degree Page

Enrollment

Decided on Boston - Unsure of Degree

Ready to enroll - deciding between BU, NU, BC

Your Audience

RE-ENGAGE with Your Most Valuable Prospective Students

❏ Students who know you

❏ New student acquisition - SA

Homepage Didn’t Enroll

RemarketingSearch + Display

Your Audience

RE-ENGAGE with Your Most Valuable Prospective Students

❏ Students who know you

❏ New student acquisition - SA

Enrollment Page Didn’t Enroll

RemarketingSearch + Display

Custom MessagingAdditional Budget

FindKeep

❏ Organize digital touch points based on the journey to enrollment

❏ Understand Student behavior as they move through the funnel

❏ Re-engage with your most valuable prospective students

Final Thoughts

FindKeep

Proprietary + ConfidentialFinal Thoughts

FindKeep

Proprietary + ConfidentialFinal Thoughts

FindKeep

Final Thoughts

FindKeep

Proprietary + ConfidentialProprietary + Confidential

Thank You!

for Higher Education Audience Strategies€¦ · Group of your enrolled students Analyze: Search...

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