In our work with Michigan State University, we learned that their Master of Marketing Research program was seeking an extremely specific audience. Their prime candidates were 26 years of age or older, already in relevant marketing or research fields, and had a 3-3.5 GPA while in school and/or five years of work experience. The program needed to attract students earlier, in order to allow time for inquiry, application, and enrollment in accordance with established timelines.
In particular, the program desired to improve the quality of the applicant while improving the number of those applicants admitted and ultimately, enrolled.
The university deployed a mix of tactics to accomplish this.
SEARCH ENGINE MARKETING
Advanced Audience Targeting
This campaign moved 57% of candidates that started the application sequence online to complete it. Of those, 92% were admitted and 70% enrolled. All this together offered evidence of an improved candidate quality, due to the significant admission and enrollment rates.
MLive used several landing pages as leading indicators for applicant interest and measured traffic growth:
• Program Schedule Page (+14.4%)
• Contact Page (+15%)
• Course Overview Page (+18%)
• Events Page (+975%)
• Course List (+26%)
During the campaign period, out-of-state domestic traffic grew by 136% during the peak application months.
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