Multichannel Marketing Drives Results Throughout the Candidate Journey
Birch University, a Medium-Sized, Private University in the Northeast
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.
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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.
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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.
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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 ads22
Enrollments influenced by EAB campaignsStrategic Audience Generation
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Build Custom Persona
Produce a detailed profile of the target audience’s demographic and psychographic traits to create highly resonant marketing messages.
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Identify Best-Fit Prospects
Generate a new audience of high-affinity prospects from within the national consumer database.
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Apply Persona Insights
Craft messaging and imagery based on prospects’ known interests and preferences to make a personal connection and build awareness of programs.
Multichannel Marketing
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Reach prospects
with multi-channel campaigns including email, direct mail, digital ads, dynamic landing pages, and retargeted ads.
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Promote engagement
with student-centric messaging and strategic deadline campaigns.
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Optimize performance
through continuous monitoring and adjustments to campaign parameters.