Case Study: EMBA Program
Lead Generation
How do you use past experience to drive the future of an EMBA program?
By relying on proven methods.
The Situation
The business school of a prestigious university needed to raise awareness for their domestic and international EMBA programs, increase applications, and fill the enrollment funnel with qualified leads. But with a fixed budget, how could they ensure a valuable return on their investment?
The Solution
Conversion Optimization Management (COM), a proven technique, and Annotrak™, our proprietary in-house tracking and measurement system.
First, Annodyne Health set up Search Engine Marketing campaigns to present powerful messages about the school whenever a prospective student searched online, and then analyzed and optimized their performance. Next, we developed Web banners designed to grab the audience’s attention and then serve them with compelling messages about the school’s EMBA options, and placed them on websites we determined prospective students were likely to visit, such as BusinessWeek.com and NBCNews.com.
All search advertisements and Web banners drove traffic to an optimized "portal page" for the two EMBA programs that utilized a simple form encouraging prospects to share their information in order to download a free brochure specific to their program of interest.
Behind all of these awareness and lead generation tools was Annotrak, which enabled us to capture every online search and Web banner click and gathered the information input into the form, thereby filling the enrollment funnel with valuable, pre-qualified leads.
The Result
At the end of the two-year engagement, we achieved the following for the school's EMBA programs:
- 96,764,409 all-time impressions
- 41,027 total ad clicks
- An average of 450 combined leads per year
- Filling an average 32% enrollment of the 2012, 2013 and 2015 EMBA and IMM cohorts
- $2,625,000 in earned enrollment revenue
- A return on investment of more than 900%
Contact Annodyne Health to learn more.