Digital Advertising: Rethinking Practices for Recruitmment

PRESENTERS:

Ann Oleson, CEOJay Kelly, President

Digital Advertising: Rethinking Practices for Recruitment

EMBAC National Conference 2016

Your Presenters

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Inbound Marketing

CONVERT DELIGHT

Search EngineOptimization

(SEO)

Inbound Content Offers

Social Media

PaidAdvertising

ATTRACT

Calls-to-Action (CTAs)

Landing Pages

Forms

Retargeting

Amplification

Content Strategy

OngoingEngagement

User Experience

(UX)

Measurement

STRANGERS VISITORS STUDENTS PROMOTERS

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What’s New & Next

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Google Premier Partner

Agency Criteria

• Multiple team members are Google AdWords Certified

• Meet higher ad spend requirements across accounts

• Demonstrate agency performance by delivering strong client and agency growth

Benefits

• Education: Product trainings/updates, community membership and executive business trainings

• Support: Early access to betas, dedicated Google account manager, performance reporting, phone/email support,

• Growth: Sales/pitch collateral, business strategy consulting, client event support

• Rewards: Promotional offers, agency competitions, Annual Partners Summit

The Premier Google Partner badge shows that we’re

recognized as a leading agency for developing and maintaining successful online advertising campaigns

for businesses.

Overview

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AUDIENCE MESSAGE

CHANNELS

1. The Digital Advertising Funnel

2. Benchmark Data

3. Strategy & Budget

4. New & Next

5. Stories/Case Studies

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The Digital Advertising Funnel

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Digital Advertising Funnel

Sample Monthly PlanImplement a digital advertising strategy to target users actively searching for MBA programs, users that fit into the target demographic and behavioral profile and users who have previously visited landing and program pages (remarketing).

• Display Advertising• Contextual / Behavioral• Geofencing / IP Targeting• Specific websites

• Social Media Advertising• Facebook / Instagram• LinkedIn• Twitter

• Search Engine Advertising• Google AdWords• Bing Ads

• Retargeting / List Targeting• Display ads• Social Media Platforms

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Digital Advertising

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Benchmark Data

Google Search Trends: MBA

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Industry Data

Google Search Trends: MBA

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Industry Data

Moz Search Trends: MBA

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Industry Data

Lead Generation Trends: MBA

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Industry Data

Conversion Rate Cost Per Lead

Search 6.89% $386.44

Display 0.59% $533.31

Remarketing 4.21% $102.40

Facebook 1.12% $111.25

LinkedIn 5.35% $162.00

Gmail 0.10% $650.76

*This is Converge Consulting aggregated client data from 15+ MBA, Executive MBA, Evening MBA and Part-time MBA programs across the US. This is benchmark data from many different types of schools in size and format.

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Strategy & Budget

Strategy: Display AdvertisingChannels: The Trade Desk, Google Display Network, Gmail Sponsored Promotions

Reach your target audience through contextual and behavioral targeting or target specific companies and schools via geofencing or IP targeting.

Suggested monthly ad spend: 10-15%

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Digital Advertising

Targeting and ad examples:

YOUR AD HERE

YOUR AD HERE

Example: Gmail Sponsored Promotions

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Digital Advertising

Ad collapsed on mobile:

Expanded ad:

Targeting examples:

Example: Gmail Sponsored Promotions

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Digital Advertising

Example of results:

Strategy: Social Media AdvertisingChannels: Facebook, Instagram, LinkedIn, Twitter

Reach your target audience based on demographics such as job title, industry, seniority, educational background and interests.


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Digital Advertising

Example: Social Media Advertising

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Digital Advertising

Example: Social Media Advertising

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Digital Advertising

Example of results:

Strategy: Search Engine AdvertisingChannels: Google AdWords, Bing Ads

Reach users on Google who are specifically searching for ‘evening mba’ and ‘mba programs’ in the SF Bay area.

Ø Suggested monthly ad spend: 45-55%

Digital Advertising

Keyword and ad examples:

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Example: Search Engine Advertising

Digital Advertising

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Strategy: Retargeting / List TargetingChannels: Display Ads, Social Media Advertising

Target users who have visited your website or landing page but haven’t converted into a lead yet. Also, target prospects with admissions related messaging to encourage users to take the next step and apply.


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Digital Advertising

Example: Retargeting / List Targeting

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Digital Advertising

Sample Monthly Ad Spend

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Digital Advertising

Digital Advertising Strategy Lower Visibility Higher Visibility

Display Advertising (10-15%) $500 $1,000

Social Media Advertising (25-35%) $2,500 $3,500

Search Engine Advertising (44-55%) $5,000 $15,000

Retargeting (10-15%) $1,000 $2,000

Total $9,000 $21,500

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RecommendationsStart with a discovery session that provides the foundation to develop sound strategy and personas:

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Discovery

Who is your ideal student?User personas are fictional representations of your target audience. They give your campaigns focus and build consensus around what an ideal student looks like for your institution.

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Personas

What messages matter most?Deliver the right message on the right channel at the right time with a message matrix. This strategy document identifies key differentiators and how to present them across channels.

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Message Matrix

How do we show value?Develop ad creative that showcases key competitive advantages.

AD CREATIVE DEVELOPMENT: • Develop key messaging based on landing page content• Develop initial design mockups for team to review• Design and development of all variations and size specs• Resizing of imagery for social channels• Develop ongoing ad creative as needed

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Ad Creative

Landing Pages

How do we increase conversions?

Create landing pages specific to each specific program that showcase benefits, requirements, potential employment opportunities and career outcomes.

Take a user-first approach with targeted and segmented messaging. Lead with user experience (UX) and generate landing pages that will help you turn strangers into visitors, visitors into leads and leads into promoters.

Landing Pages

Design + Development• Interview admissions team for

information on program and target audience

• Develop and implement landing page content

• Develop and implement landing page wireframe and design

• Implement various tracking, retargeting and conversion pixels

• Integrate with CRM and/or setup internal lead notification emails

Landing PagesBest Practice: Create a conversion-centered design that is responsive

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Communication Workflow

Someone inquired. Now what?Develop a multi-touch point lead nurturing strategy for 30-60 days. Use a mix of email and phone calls that hit on competitive advantages, address common barriers to help convert more prospects to enrollments.

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Emails

Best Practices

• Optimized for mobile view, easy to skim

• Compelling subject line

• Engaging visuals (graphics and photos)

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Emails

4 Emails to Send After Inquiry:

• Meet Your Person: Introduce an advisor to reach directly with questions.

• Here’s How You Apply: A how-to, webinar or guide to walk them through the application process.

• What’s Holding You Back: Messaging to address barriers and how your institution will help them move past them.

• Alumni & Faculty Stories: Share testimonials, research and publications so they can see themselves as a part of your community.

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Webinars

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Webinars

Communication Workflow

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Best Practice: Ensure ongoing communications with prospects and streamline recruitment with a comprehensive marketing automation plan. There are many tools out there that serve as add-ons to your CRM.

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Google Analytics

What is the ROI?

• Recommendations for improvement to enhance reporting

• Set up of Google Analytics for reporting on AdWords

• Set up of goals on action-based forms for the program including: inquiry form, application form, campus visits, etc.

• Set up of dashboard to report on inquiry generation program and digital advertising

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Data ReportingExamples of Insights:

Dallas, 4

Irving, 3

Plano, 3Fort Worth, 2

New Jersey, 1

Texas1

Garland, 1Houston, 1

McKinney, 1

Rowlett, 1

San Antonio

1Lavon1

CITY

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New & NextIvy ExecInvitation only business community with over 730K+ members, growing by 10 to 12,000 new professionals per month. 90% of members are interested in professional development and learning about education potions to advance their careers.

Community consists of:• 18% C-Suite Executives• 25% VP/EVP/SCP Level• 25% Director Level• 22% Associate Director/Senior Manager/Manager Level

IvyExec offers digital solutions including hosting/promoting online events, targeted email campaigns, newsletter placements, display ads, content promotion and dedicated landing pages.

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New & NextWebinar PromotionProfessional development is a key interest of the MBA target audiences. We suggest hosting and promoting webinars that hit on high interest professional development topics as a way to initially draw interest from your target audience.

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New & NextContent PromotionPromoting content, rather than your program specifically, can be a great way to initially engage your target audience. Sharing alumni success stories or thought leadership pieces on professional development can generate engagement.

CASE STUDY | DIGITAL ADVERTISING

The University of Missouri Trulaske ExecMBA Program partnered with Converge to explore new and innovative methods of engaging and recruiting qualified prospects through digital marketing.

University of Missouri

PERSONAS, MESSAGING, LANDING PAGES • Crafted user personas to drive messaging, landing page copy, ad design and audience targeting strategy• Designed and developed a conversion-centered landing page design that was integrated with CRM to better

understand engagement of leads

DIGITAL ADVERTISING • Targeted users based on their demographics and behaviors on Facebook, LinkedIn, Twitter and display networks• Implemented Search Engine Marketing (SEM) efforts to reach high-intent users • Executed retargeting strategies to reach users engaged landing page and website visitors • Promoted events, webinars and admissions deadlines to prospects and high-engaged users

“The Converge team's digital advertising expertise and responsiveness is impressive, to say the least. They brought fresh ideas to our conversations, and those ideas have helped us generate results with new leads”

- Caitlin Way, Director of Admissions and Marketing, University of Missouri Trulaske execMBA Program

STRATEGY

YEAR OVER YEAR INCREASES11% increase in inquiries25% increase in applications10% increase in enrollment

RESULTS

COHORT WAS MORE QUALIFIED12% more leadership experience7% increase in advanced degree holders7% increase in average salary


University of Missouri


The UT Dallas Executive MBA program wanted to recruit the best and the brightest EMBA students to engage in their program. They had not previously focused on digital in the past and had a goal to bring in a class of 35 students in the Fall 2016 intake, with a secondary goal of increasing the high number of quality inquiries and applications.

University of Texas at Dallas

Through comprehensive discovery and collaboration, we developed a message matrix with three distinct themes based around the program’s core value props –Be C-Suite Effective, Tailored Program, Global Reach. We targeted the Dallas-Fort Worth technology belt with a multi-channel focus to reach students at each point of the recruitment funnel.

STRATEGY

151 leads through 4 months$250 average CPL9 completed applications in month of June

RESULTS

UCLA Anderson School of Management chose to partner with Converge to develop a digital advertising strategy that would drive well-qualified leads to their highly ranked Executive MBA program.

“The UCLA Anderson Executive MBA Program has worked with Converge Consulting since 2014 in creating and executing cutting edge digital and an inbound marketing strategy. Converge has done a superb job, produced results that are impressive and are quick to respond to requests.” - Sylvia Haas, Executive Director, UCLA Anderson School of Management

STRATEGY

The landing page and digital ads for UCLA Anderson’s top-ranked EMBA program were developed to resonate with a highly qualified group of professionals looking for career advancement. Ad messaging calls out how the program is formatted for professionals with highly demanding careers, allowing students to fit education into their lives with flexible weekend courses.


UCLA Anderson School of Business

200 program leads in 9 months$80 per lead $5.50 cost per click6.88% total conversion rate

RESULTS


UCLA Anderson School of Business

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Resource: Free eBook

Questions to Ask

• Does the agency have certifications, partnerships or awards?

• Can the agency provide case studies and references?

• Does the agency have experience in your vertical?

• How often is the agency reviewing and optimizing campaigns?

Download it here:http://inbound.convergeconsulting.org/choosing-a-ppc-partner