Research Report

Multichannel Marketing Drives Results Throughout the Candidate Journey

Birch University, a Medium-Sized, Private University in the Northeast

March 8, 2021

Topics

About

Birch University is a private university in a large city in the Northeast.

Faced with increased local and national competition, Birch’s adult degree completer program struggled to maintain enrollment volume for several years due to insufficient awareness and engagement among key prospect audiences.

Birch partnered with EAB to identify audiences who would be most likely to enroll, and to raise awareness among these populations as a part of the overall marketing and recruitment strategy. EAB used consumer data to create detailed personas of Birch’s target students and generate high-affinity prospects to target. EAB then launched multichannel campaigns to engage candidates and encourage applications.

EAB’s digital ad campaigns generated awareness by reaching over 65,000 unique prospects within Birch’s target audience. Down-funnel, multichannel campaigns spurred substantial engagement and application activity, influencing 22 enrollments for Birch’s adult degree completer program.

The Challenge

Faced with increased local and national competition, Birch’s adult degree completer program struggled to maintain enrollment volume for several years due to insufficient awareness and engagement among key prospect audiences.

The Solution

Birch partnered with EAB to identify audiences who would be most likely to enroll, and to raise awareness among these populations as a part of the overall marketing and recruitment strategy. EAB used consumer data to create detailed personas of Birch’s target students and generate high-affinity prospects to target. EAB then launched multichannel campaigns to engage candidates and encourage applications.

The Results

EAB’s digital ad campaigns generated awareness by reaching over 65,000 unique prospects within Birch’s target audience. Down-funnel, multichannel campaigns spurred substantial engagement and application activity, influencing 22 enrollments for Birch’s adult degree completer program.

Impact Highlights

65,000

Unique prospects reached by digital ads

22

Enrollments influenced by EAB campaigns

Strategic Audience Generation

Apply consumer data to improve targeting strategy

Build Custom Persona

Produce a detailed profile of the target audience’s demographic and psychographic traits to create highly resonant marketing messages.
Identify Best-Fit Prospects

Generate a new audience of high-affinity prospects from within the national consumer database.
Apply Persona Insights

Craft messaging and imagery based on prospects’ known interests and preferences to make a personal connection and build awareness of programs.