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.
Audience Generation, Targeting, and Multichannel Marketing for Impact
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.
Engage prospects with strategic campaigns
with multi-channel campaigns including email, direct mail, digital ads, dynamic landing pages, and retargeted ads.
with student-centric messaging and strategic deadline campaigns.
through continuous monitoring and adjustments to campaign parameters.
Generate awareness and influence key metrics
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