To help increase undergraduate enrollment for Westminster’s Fall 2019 school year, we launched comprehensive lead generation and lead nurture efforts. Using learnings from previous recruitment cycles, our 2019 strategy revolved around finding the most cost-effective ways to generate applications and, ultimately, increase enrollment.
Targeting by audience, geography, and demographics, as well as pixel-based and custom list retargeting, we were able to reach prospective students—and their parents!—who fit Westminster’s target profile, optimizing for the highest lead rates and lowest cost per application.
To reach prospects throughout the enrollment cycle, and to limit ad fatigue, we developed, implemented, and optimized a diverse media strategy, including an extensive list of ad placements, formats, and messages.
Digital platforms included:
Programmatic ad networks
Ad formats included:
Static banner ads
Video ads (varying lengths)
Animated HTML5 ads
Working closely with Westminster’s marketing and admissions teams, we produced targeted lead generation and lead nurture assets to support both their brand platform and our media strategy. These included messaging and calls-to-action tailored for students at each stage of the recruitment funnel.
Along with a lead form and contact information, landing pages also featured an “apply now” button for those ready to get started, as well as options for those who were looking for more information: “learn more about scholarships” or “visit campus.”
As application deadlines approached, we also created an email engagement campaign targeting parents of students with unfinished applications. These emails let parents know what their student still needed to do to complete their application, informed them of upcoming application deadlines, and provided them with more information about Westminster College.