Challenge
University of Massachusetts Dartmouth’s division of Online and Continuing Education wanted assistance achieving aggressive enrollment goals while overcoming a market perception of lower quality. 5HD was chosen through a competitive bidding process to assist in marketing online master’s, bachelor’s and certificate programs. CHALLENGES • Overcome less than optimal public perception • Differentiate from other UMass system schools • Underutilized Google analytics • Outdated methods GOALS • Achieve exponential online enrollment growth with no new courses • Reach program-specific niche audience • Improve brand affinity and recall throughout the Boston media market and New England states
Solution
APPROACH • Began a comprehensive digital campaign within six weeks of signed contract • Created and developed search engine marketing campaigns • Improved Google Analytics and account measurement strategy to provide clearer data for improved decision-making • Coordinated with multiple UMass departments to ensure accurate pixel placement • Leveraged search engine marketing and programmatic advertising to reach specific niche audiences in New England and key states across the country • Negotiated direct advertising contracts with Boston.com and Pandora to raise brand awareness and promote quality message • Integrated TV, print, and radio buys with online advertising all driving traffic to their website
Results
Within six months, year over year online enrollment for existing courses increased by 34%. • Delivered over 30 million targeted brand impressions across desktop, tablet and mobile while integrating seamlessly with UMass Dartmouth’s traditional media efforts, re-purposing billboard creative and mirroring television advertising online • Increased Summer online enrollment by 18% and Fall online enrollment by 34% with no new course offerings
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