Making digital media work in unison to deliver the highest-quality student prospects
Prospective students are exposed to a wide range of digital media. As a result, for a digital marketing strategy to be truly successful, there needs to be a shared narrative across all media. Whether they are paid, earned, or owned sources of inquiries, they need to work together to effectively enroll students. To ensure you reach the right people, with the right message, in the right place, we apply industry insights with advanced audience targeting, utilizing our proprietary marketing technology, GlassPanel.
The better you know your target audience, the better your results
Our GlassPanel technology eliminates the guesswork of trying to reach the optimal prospects and enables us to base our campaign recommendations on research and insights. GlassPanel makes it easy to analyze data in real-time, find the right people, and predict their response to various marketing messages. In doing so, it allows us to discover new audiences, while tailoring messages to existing ones. We take campaign data from each carefully chosen higher education marketing channel to demonstrate, simply, what’s working well and what’s not, allowing us to adjust our strategy and direction over time.
Reach the right prospective students, in all the right places, and at the right times
Our Approach: Expertise, Efficiency, Effectiveness
Digital marketing in higher education is about being there when a prospective student needs you. Every inquiry is an opportunity. Whether they’re looking for a specific institution or a category of institutions, it pays to reach them first. But the way to reach them has changed. For instance, mobile and social media have established themselves as indispensable parts of the marketing mix. It’s important to have an agency that knows how to put these elements to work. Our cross-channel expertise, advanced analytics and home-grown technologies allow us efficiently and effectively meet each partner institution’s enrollment goals.
Measuring and Maximizing Results
We look at all marketing channels to understand their impact on each partner institution's total performance. Our sophisticated measurement and reporting approach doesn’t just show what’s working, it shows how it can work better. We successfully execute and optimize multi-channel online campaigns for:
- Graduate, undergraduate, and professional development certificates
- Not-for-profit, for-profit, and career colleges
- Regional, national, and international institutions
We have deep knowledge of digital media channels, including:
To reach the best prospects, one needs the highest paid (advertising or “sponsored”) ranking on search engine results pages for keywords typed into search engines by consumers on Google, Bing, and numerous second tier search engines. Our team of certified professionals will create, manage, and optimize each account for the best ROI. Based on each institution’s specific geographical and program specific needs, we will create multiple campaigns and landing pages to ensure we are targeting the right student prospect. Each partner gets an edge through our dedicated analytics team, which allows us to put big data to work, and uncover new opportunities for our partners to grow.
Social Media Marketing
Social media marketing for higher education offers an invaluable opportunity to show your institution’s human side, build trust, and cultivate an audience of prospective students. Sponsored advertising on Facebook, LinkedIn and Twitter allow for highly targeted messages based on interests, academic background, geography and much more. Best of all, it is shareable, providing considerable reach for your marketing dollars.
Holistic Search Management
If your paid and organic search aren’t working together, then they're not working as well as they could be. To make sure they do, we employ cross-channel reporting that reveals their impact on each other, as well as the overall marketing mix.
With extensive knowledge of both broad targeting and contextually near-targeted display marketing, our team of certified professionals determines when and where to show the conversion-oriented banners ads created by our in-house designers. Our targeted ads grab the attention of the end user and are shown at the proper times, to the proper audience, on the proper websites, in order to achieve the highest possible return on investment.
Partner Marketing and Vendor Management
Our education affiliate management services enables our partners to quickly scale marketing efforts by delivering qualified student prospects for a fixed cost per lead. Our inquiry management solution will help us determine what the best converting sources are and allow us to scale top performers, while removing low performing partners or replacing them with new partners.