George Mason University
Challenge
They are the largest university in Virginia, but they had a problem. D.C. is a fiercely competitive market for education, and their School of Business needed to recruit more students from the site. Online competition for MBA programs is unbelievable. Especially in D.C. where celebrated institutions are everywhere. This market had the highest costs we’d ever seen for pay-per-click advertising. GMU needed to make their MBA programs stand out online. But also showcase their unique strengths.
Solution
Over 18 months we created lead generation campaigns for three MBA programs. GMU was getting traffic, but those visitors just weren’t sticking around… or converting. We made the site sticky by creating new calls-to-action. We developed eBooks focused on the student journey. And those fed leads into an 18-month email campaign.
Results
GMU’s School of Business saw a 422% increase in leads captured year over year. As a result of our SEO campaign, GMU’s Google rankings changed dramatically in just a year. The MBA program is now highly ranked for very competitive terms. Many in areas where the program had not ranked at all. The eBooks, newsletters, and other digital assets were effective at funneling potential MBA students into an email nurturing campaign.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.