EnrollmentMktg
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Transcript of EnrollmentMktg
Full-Funnel Strategy
Your Website
(tracking pixels)
Mail Brochures, Email, In Person, Print, Online, etc.
Conversion
(conversion pixel)No conversion
Your CRM
Retargeting
Awareness
Interest/
Evaluation
Application
Registration
Critical to have all targeting, retargeting, and conversion data on one
platform to enable key learning and proper optimization
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_ _ _ _ _ _ _ _ _ _ _ Our Process
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Full-Funnel Strategy
Your Website
(tracking pixels)
Mail Brochures, Email, In Person, Print, Online, etc.
Conversion
(conversion pixel)No conversion
Your CRM
Retargeting
Awareness
Interest/
Evaluation
Application
Registration
Critical to have all targeting, retargeting, and conversion data on one
platform to enable key learning and proper optimization
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Top Funnel Strategy: Opt-in Email
Reach prospective students for
your programs
Hundreds of targeting selects
available including:
• College students by University
• Degree
• State, ZIP
• HHI
• Gender, Age
• Parents
Reporting:
• Tracking of delivery, opens and clicks
• 100% opt-in and SPAM law compliant
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Top Funnel Strategy:
Targeted Ads
Display BannersIAB Standard sizes:
• 728x90
• 300x250
• 160x600
• 300x600
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• Target current art school students,
college students, parents of
students, or non-traditional
candidates
• We can test a number of targeting
options and optimize for what is
working best during the campaign
• Ad types
• Banners
• Video
• Mobile
Targeting Options
Location
Localized strategy
• ZIP-level
• Campus Networks
(IP data)
• Geofence
Behavioral &
Demographic
Audience targeting
categories include:
• Current Students
• Parents
• Non-traditional
Category & Interest
Target site content such as:
• Entertainment
• Sports
• News
• Education
Retargeting
• Site visitors
• Ad clicks
• Search terms
• Look-alikes
Reach your audience using the right mix of targeting strategies
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Top Funnel Strategy:
Search Retargeting• Show your ads to candidates who have used key search terms that
drive traffic to your enrollment pages
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Mid Funnel Strategy: RetargetingSite Retargeting
• Show your enrollment message to users that have already visited your
enrollment pages – highly qualified prospects
• Process:
• First, we provide you with tracking pixel tags to be placed on your
enrollment pages
• Visitors to your enrollment pages automatically download the
“cookie” to their computer
• We serve ads based on those cookies
<img height="1" width="1"
style="border-style:none;"
alt=""src="//adserver.net/tr
ack/evnt/?adv=3kmdzl9g&
ct=0:6n78pgaz&fmt=3"/>
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Mid Funnel Strategy: RetargetingSite Retargeting
• Build a pool of candidates that can be targeted with ads and remind them of your
various enrollment messages to reengage the candidate
• Special conversion tags on your site can remove applicants, so you don’t waste ad
dollars on those who have already applied
• Look-alike modeling allows ads to be served to similar people
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Mid Funnel Strategy: RetargetingSite Retargeting
• Place retargeting pixels on the pages you’ve created for each
program
• Serve program-specific ads to candidates after they have left those
pages without applying or asking for more information
Example Example
Mid Funnel Strategy: RetargetingTracking Pixel Strategy
• For each program, track users each step of the way towards sign-up
and application by placing separate pixels on each page
Example Example Example
Mid Funnel Strategy: RetargetingConversion Tracking
• Conversion tags are placed on pages that indicate a candidate has
requested more information
• We can then track these users and stop showing ads to them – they
are now in your internal system for follow-up, don’t waste ads on them
Example
Management & Reporting
Device type
Top sites & categories
Time of Day
Frequency
Day of week
Demographics
Ongoing campaign optimization based on data insights
• We can shift budgets throughout the campaign as we determine what is most
efficiently driving results.
Weekly reports include in-depth campaign performance data
• Standard metrics include impressions, clicks, and click-through rate for all ad
creatives and formats as well as:
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Management & Reporting
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Campaign are optimized based on results
• Which targeting groups are performing best?
• Revise/adjust budget allocation to drive the greatest results
Ad Group Name Impressions Clicks CTR
View-Through
Conversions
Click-Through
Conversions
Total
Conversions
University IP Targeting 210,680 63 0.030% 9 1 10
University Zip Targeting 313,105 162 0.052% 23 5 28
Retargeting 102,081 138 0.135% 119 25 144
Grand Total 625,866 363 0.058% 151 31 182
Campus Media Higher Ed Clients
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_ _ _ _ _ _ _ _ _ _ _ Proposed Initial Strategic Ideas
Digital Ads:
Define budget and maximize spending on retargeted impressions (banner and video)
Budget can be fulfilled with targeted impressions reaching target potential candidates
Search term retargeting by utilizing a list of key phrases or terms you use to drive new
candidates
Mobile Ads:
Mobile ads to reach candidates in specific schools that provide quality candidates
Promote upcoming open houses and events
Email options:
Targeted rented opt-in email to specific candidate demographics and geographic locations
Can include such things as HHI, age, gender, race and interests
Parent targeting is also available
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