The Lundy-Fetterman School of Business was operating with no formal process for acquiring and nurturing student leads. Over the course of one year, they acquired 62 students through informal methods with no predictable pipeline established.
Knowing they needed the ability to attract, nurture and convert students, Campbell reached out to the 9miles Media team to revamp their lead acquisition process. Early in our relationship, we learned that the high concentration of competition in the Triangle Area has contributed to a serious lack of brand awareness for Campbell University as well as for the Campbell MBA program. Additionally, their current marketing did not truly express the value of obtaining a Campbell MBA degree.
After fully diagnosing their needs, we found the following:
- Current landing page and Existing digital ads for the Lundy-Fetterman School of Business required targeting optimization
- Ad and Landing Page Copy did not support the value proposition of the MBA program and needed to be rewritten in addition to new ads
- A method of capturing prospective students contact information (Name, email, phone) did not exist
- Automation of the lead nurturing process to allow the admissions department to focus on the most interested prospective students was not in place
All in all, Campbell needed to implement a predictable process for acquiring students rather than acquiring students by chance.
Our strategic framework included content creation and paid online advertising campaigns to convert interest for the Campbell MBA program into submitted applications.
A targeted distribution strategy was key to get this content in front of prospective students. Rather than target generic attributions on Facebook and hope for the best, we instead took a two-pronged approach to ad distribution.
We began with search terms. Based on Campbell MBA’s Google analytics, we identified and targeted region specific search terms with related Google Search ads.
We created a landing page. Once an ad was clicked, prospects were led the to a landing page containing multiple tracking tools from Facebook, Instagram, LinkedIn and Youtube. Even if prospects didn’t take action in the moment, we now had their information for the next stage of the process.
We retargeted interested prospects. We began showing display ads only to those interested in the Campbell MBA program. In this retargeting phase, we began to show content in a pre-built cycle. After seeing an ad, prospects would see a new ad the next time, and so on and so forth. This kept content “fresh” and gave us the opportunity to address multiple sales objections throughout the cycle. These ads continued to drive prospects back to the landing page or to a form to download the MBA brochure.
01 Creative Content
Eye-Catching Motion & Interviews
The content consisted of three eye-catching motion graphics videos and three recorded interview videos between professors and Lundy-Fetterman alumni.
This content was used to promote the key benefits of the program, answer the MBA program-specific FAQs, communicate the value of the program, and advise future Campbell MBA students.
02 Landing Page
MBA Focused Landing Page
a landing page was created to provide more information solely about the MBA program to those who clicked on the ads. The page allowed the viewer three options.
- To be able to contact an admissions representative via text, email or call (this action put them in our nurturing pipeline)
- To be able to download a PDF of the MBA brochure via text or email (this action put them in our nurturing pipeline)
- Begin their application (the ultimate goal of the page)
03 Prospective Student Database
As the application cycle progressed and the application deadline approached, we sent messages via text through LeadBoss to students that had begun their application, but not yet submitted. This was a friendly and timely reminder to finish the application process.
During each cycle, we added incentives in order to get the prospective student to apply. These incentives compounded, for example: Message 1 had 1 incentive, Message 2 had 2 incentives etc and proved to be very powerful at achieving a conversion.
These reactivations began when 5 weeks remained in the application cycle.
If I was going to talk to another university about what 9miles could do for them…this wonderful product LeadBoss was given to me, and changed my world.
– Sara Leak, Assistant Director of Graduate Programs
Campbell MBA Program