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Research Report

Multichannel Marketing Drives Results Throughout the Candidate Journey

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

March 8, 2021

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
  1. Build Custom Persona

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

  2. Identify Best-Fit Prospects

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

  3. 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

Engage prospects with strategic campaigns
  1. Reach prospects

    with multi-channel campaigns including email, direct mail, digital ads, dynamic landing pages, and retargeted ads.

  2. Promote engagement

    with student-centric messaging and strategic deadline campaigns.

  3. Optimize performance

    through continuous monitoring and adjustments to campaign parameters.

Results: Generate awareness and influence key metrics

412

Campaign conversions

37

Applications influenced by EAB marketing

1 in 4

Enrollments influenced by EAB marketing

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