Multichannel Marketing Drives Results Throughout the Candidate Journey

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Case Study

Multichannel Marketing Drives Results Throughout the Candidate Journey

How EAB’s Adult Learner Recruitment initiative helped one institution reach and recruit more degree completers

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

Interested in learning more about Adult Learner Recruitment?

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