About
Birch University is a private university in a large city in the Northeast
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.
Institution: Birch University (a pseudonym)
Institution Type: Medium-Sized, Private University
Location: Urban area in the Northeast
EAB Partnership: Adult Learner Recruitment
Impact Highlights:
65,000 unique prospects reached by digital ads
22 enrollments influenced by EAB campaigns
The Solution
Birch partnered with EAB’s Adult Learner Recruitment to identify audiences who would be most likely to enroll, and to raise awareness among these populations as a part of 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 Impact
EAB’s digital ad campaigns generated awareness by reaching over 65,000 unique prospects within Birch’s target audience. Down-funnel, multi-channel campaigns spurred substantial engagement and application activity, influencing 22 enrollments for Birch’s adult degree completer program.
Strategic Audience Generation
EAB applied consumer data to improve targeting strategy.
1
Build Custom Persona
Produce a detailed profile of target audience’s demographic and psychographic
traits to create highly resonant marketing messages.
2
Identify Best-Fit Prospects
Generate 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
Birch University prospects were engaged with strategic campaigns.
Reach prospects with multichannel campaigns including email, direct mail, digital ads, dynamic landing pages, and retargeted ads.
Promote engagement with student-centric messaging and strategic deadline campaigns.
Optimize performance through continuous monitoring and adjustments to campaign parameters.
Results: Generate Awareness and Influence Key Metrics
65K
unique prospects reached by digital ads
412
campaign conversions
37
applications influenced by EAB marketing
1 in 4
enrollments were influenced by EAB
