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Arkansas Tech ADP

University’s online degree program achieves one-year ROI with multi-channel marketing campaign.

In late spring of 2011, Arkansas Tech University began marketing its Accelerated Degree Program to offer those with at least 30 hours of college credit an affordable, completely online way to finish college and get a degree. The primary target audience for this effort was non-traditional students in Arkansas – adults with families and jobs who couldn’t afford to quit work and enroll in school full-time.

Marketing Goal:

To promote the existence of the program and generate enough leads through a multi-channel, mass marketing campaign to have 1,000 students enrolled in the program by the end of 2012.

Solution:

A complete multi-channel marketing effort was built from the ground up, which included an informational and lead-generating microsite (www.ATU.edu/AcceleratedDegree) with robust SEO, online video, online display advertising, search advertising, network and cable TV and direct mail.

Results

The accelerated degree program enrolled more than 650 students in its first two semesters. The marketing campaign generated an impressive number of leads over the first nine months:

  • More than 18,000 unique website visitors, resulting in 2,325 lead conversions (requesting to be contacted and providing contact information) and 1,650 completed admission applications
  • Organic search (driven by SEM buys and traditional media channel awareness) accounted for 45% of site traffic while online ads (direct clicks) accounted for 35%
  • More than 600 additional leads were generated to the in-bound phone number used in cable and network TV
  • In all, we can directly link almost 3,000 leads from the advertising and marketing campaign with a close ratio between 20 and 25 percent
  • The program is on track to meet, or exceed, enrollment goals by spring 2013 and the revenue generated by this enrollment is producing a substantial ROI for the university

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