DIGITAL MARKETING STRATEGIES TO DRIVE

ENROLLMENT BDI Educational Institution Marketing Forum

November 19, 2014

Case Study

Jon Wexler VP of Enrollment Management Fairleigh Dickinson University @fduwexler

Jon Fox President Flightpath @jonfox1

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FDU Goals

Drive Student Enrollment

Build Prospect Pool

Applicant Activation

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TODAY’S CASE STUDY

About Flightpath

! Founded in 1994

! Creative digital agency

! Headquartered in NYC

! 50 employees

! Results oriented

! Emotional Currency is central to our work

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Success Factors

!  Brand alignment

!  Unified strategy

!  Integrated touch points

!  Ongoing measurement & optimization

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Social Media

Video Email

Mobile

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! Website

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! Search

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! Paid Media

Games

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An Easy Win Scholarship Search Transforming an old-school process to an easy-to-use online tool.

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Another Easy Win

Campus Finder Easing the enrollment process.

Key Campaigns

Summer Session

MBA

Undergraduate Admissions

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Think Summer Targets !  Current Students !  Visiting Students !  Prospective Students !  Returning adult learners in

close proximity to FDU campuses

Goals Drive awareness of summer classes and boost program enrollment

Think Summer Challenges

!  Not the most highly enrolled programs

!  No financial aid available

Opportunity

!  Attract last minute enrollees

Think Summer Tactics !  Facebook Content &

Engagement !  Facebook Ads

Results/Conclusions !  Anecdotal lift in enrollment

!  Good ‘branding exercise’ !  Positive impact on student

communication

MBA !  Saturday

!  Part-time

!  Full-time

!  Executive

MBA Goals Less time sensitive than summer !  Boost applications !  Drive program enrollment !  Capture leads !  Provide information and showcase

program benefits !  Answer common questions !  Evoke a sense of urgency Tactics !  Search Engine Marketing !  Social Media

•  Facebook •  LinkedIn

SEM Landing Pages

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Branded Campaign Full-Time Campaign

SEM Performance

Aug Oct Nov Dec Jan Total

Impressions 100,680 113,545 126,843 93,225 116,201 550,494

Clicks 1,877 2,160 2,133 1,494 1,768 9,432

CTR 1.86% 1.90% 1.68% 1.60% 1.52% 1.71%

CPC $4.25 $3.42 $3.26 $3.89 $3.96 $3.72

Conversions 70 88 94 84 81 417

Conversion Rate 3.73% 4.07% 4.41% 5.62% 4.58% 4.42%

Cost per Conversion $113.95 $83.89 $74.00 $69.14 $86.50 $84.24

Conversions & Cost Per Conversion

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!  Cost per conversion was at an all time low during November at $74

!  Conversions were also at a high during November

!  A lower CPC in November contributed to the higher performance

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Aug Sep Oct Nov Dec Jan

Conversions

Cost per Conversion

Social Campaign Support

Results

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400+ Conversions

Approximately 200 engaged in application process

4 bona fide enrollments within 60 days

APPLICANT ACTIVATION

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The Opportunity !  Playing to school’s

unique strengths

!  Knowing the audience

!  Cut through the clutter

!  Surprise, delight and energize

!  Gather data/intelligence

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Three Essential Drivers of Motivation

Autonomy

Purpose

Mastery

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Gameplay: Multi-level Brain Teasing Puzzles

Gameplay: Multi-level Brain Teasing Puzzles

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!  MASCOT RUSH Screenshot

THANK YOU flightpath.com