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The Challenge: Boost Niche Program Inquiries For A Higher Education Institution
A higher education institution with a full range of program offerings for associate, bachelor’s and master’s degrees struggled to find prospective students for their technology and engineering programs. Digital Media Solutions (DMS) analyzed third-party inquiry sources and leveraged successful targeting capabilities to successfully boost high-quality volume for these specific programs without negatively impacting the rest of the enrollment marketing campaign.
Lead generation vendor management from DMS saves your team significant effort by managing third-party enrollment marketing campaigns on your behalf. Contact DMS to learn more.
The Solution: DMS Managed Services For Increased Program Inquiry Volume
The DMS managed services team integrated DMS-owned Sparkroom technology with the school’s customer relationship management (CRM) software and student information system (SIS). This integration provided historic and real-time enrollment campaign data and performance metrics, allowing the managed services team to evaluate the past three years of performance data.
The DMS managed services team produced:
- A heat map of inquiry and start data
- An analysis of performance by campus, program and media source
The DMS managed services team used proprietary data to identify inquiry sources that produced high-quality technology and engineering student prospects. Inquiry sources that were high performers for other programs but not for technology or engineering were also identified. Because Sparkroom targeting capabilities allow media buying by source, campus or program group, the sourcing and purchasing of only desired inquiries was possible. These targeted optimizations allowed qualified traffic to continue if a source performed well for other programs while removing it as a source for technology or engineering programs, as appropriate.
Let DMS manage third-party media planning, execution and compliance monitoring for you. Contact DMS to learn more about how we leverage performance marketing and media buying expertise to develop, execute and optimize integrated, cross-channel marketing campaigns on behalf of our clients.
The Results: Increased Inquiry Volume For Targeted Programs
The DMS managed services team utilized heat maps to identify and visualize the geo-locations of inquiries (blue dots), enrolls (yellow dots) and starts (red dots). This strategic geotargeting helped enhance campaign performance. The heat mapping and third-party inquiry source campaign optimizations led to a 42% increase in inquiry volume for the technology and engineering programs.
Do You Want To Boost The Performance Of Your Higher Education Enrollment Marketing Efforts?
Leveraging our first-party data asset, proprietary tech stack and expansive digital media reach, Digital Media Solutions efficiently and effectively connects advertisers with prospective students to maximize enrollment marketing results. The DMS managed services team leverages the DMS toolset and digital performance advertising expertise to develop, execute and optimize strategies that connect with tightly defined audiences to build brand awareness, boost engagement and drive enrollment volume.