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Five Things We’ve Learned about Higher Education Marketing

We've collaborated with a sizable private institution over the past year to bring in fresh faces for many graduate-level business programmers. We adore discussing internet marketing and are huge fans of the higher education sector. So let's connect if you have the same interests as us.

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Five Things We’ve Learned about Higher Education Marketing

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  1. WELCOME www.arsenlagency.com ARSENL LLC

  2. Five Things We’ve Learned About Higher Education Marketing We've collaborated with a sizable private institution over the past year to bring in fresh faces for many graduate-level business programmers. In terms of efficiency and enrollment growth (up double digits year over year), it has been a very successful effort (cost per lead down 35 percent year over year). Along the road, we have picked up a tone of knowledge on marketing for higher education.

  3. Here are top five lessons learned from our ongoing work • From first contact > hand raiser > application > admitted > enrolled is a really long journey • To use a little Boston vernacular, it’s wicked expensive • It’s an international market • Client data is your best friend • It’s about quality over quantity

  4. From first contact > handraiser > application > admitted > enrolled is a really long journey We compare it to the automotive industry since the decision-making process can take six to twelve months or longer, and only ten percent of seats actually have students' butts in them. If you work in marketing, it's best to pay close attention to the suggestions made by your recruitment staff because lead nurturing is just as crucial as lead generation. Getting an international student visa too soon after the commencement of the programmers? Switch to a domestic mix. money for new scholarships available? Declare it. Leads that don't fit the program's requirements? You might need to change your targeting.

  5. To use a little Boston vernacular, it’s wicked expensive According to statistics, 14.4% of online leads come from paid search (according to Digital Media Solutions Q2 2018 Higher Education study). But to be completely honest, we occasionally find it difficult to justify the cost of very desirable programme names with head terms. Instead, even at the price of volume, we've nibbled around the edges to locate keywords that are cheap and effectively convert for our applications. This has enabled us to maintain regular amounts of high-quality leads while lowering our cost per lead to extremely reasonable levels.

  6. It’s an international market Over 60% of the application pool for U.S. Full Time MBA programmes is made up of foreign students, with Asia having a significant influence, according to Stilt.com. Latin American candidates also make up a sizable portion here in Florida. Therefore, Full Time and some hybrid on-campus/distance programmes can very successfully recruit with sound international methods, whereas Part Time and Professional programmes may largely draw locals. The global reach of Google, Facebook/Instagram, and even LinkedIn is considerable. However, China demands a Baidu account or a certified WeChat partner, both of which have longer account approval processes, higher expenditure requirements, and more complicated operational requirements.

  7. Client data is your best friend In terms of the capacity to use proprietary data to construct Custom Audiences, Facebook/Instagram and Google currently offer choices for targeting that are similar. These may be based on past site visitors who abandoned their carts, directories of fundraisers or programme participants, or third party data - if permitted for digital usage. Retargeting and Gmail campaigns, which are supported by client data that would often only be utilised for internal email blasts or not at all, are some of our finest campaigns. Although there was a learning curve, particularly with regard to the slow boil for Gmail ad conversions, we are now hooked.

  8. It’s about quality over quantity Particularly at the graduate level, quality should take precedence over quantity. For graduate programmers, recruiting and lead nurturing require a high level of human interaction. Because low-intent leads are a significant waste of time, it is vital to ensure that you can trace leads from every source through the entire funnel (hello, UTM codes). It's one thing to optimise your ad accounts for conversions from phone calls and form fills, but real success comes from knowing which ads are actually leading to enrollments.

  9. Contact Us! www.arsenlagency.com 954 603 1520 getintouch@arsenlagency.com

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