For nearly a year, their conversion rates and lead-to-enrollment rates had remained significantly below industry benchmarks, leading to a poor return on advertising spend. Ineffective tactical execution—including misaligned channel strategies, weak messaging, and an underdeveloped marketing funnel—further compounded the problem.
To reverse this trend, the university needed a complete overhaul of its marketing function, not just minor adjustments.
The Solution: New Markets and a Strategically Aggressive Media Mix
Our team conducted a deep-dive analysis of the university’s past marketing efforts, identifying inefficiencies and untapped opportunities. The data made it clear: rather than refining an ineffective strategy, a full rebuild was necessary. We developed a 12-month strategic marketing plan, focused on high-impact lead generation tactics. Key improvements included:
A redesigned multi-channel marketing funnel, ensuring seamless lead nurturing from brand awareness to enrollment.
Revised messaging to better resonate with prospective students.
Optimized landing pages to improve conversion rates.
Rebuilt campaign structures within search, display, and social platforms to enhance performance.
The Results: A Complete Turnaround
The impact was immediate. Within the first month of relaunching, lead volume surged. By the end of six months, the results were clear with significant Improvements to lead volume, lead cost and enrollments driven by our refined full-funnel approach which was designed to guide prospective students through a multi-step enrollment journey.
