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Audience Strategies for Higher Education

#CarnegieConf

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My Fun Fact


Yesterday: A simple approach to reaching audiences


‘Traditional’ demographics don’t always tell the full story

Free coding classes at the New York Public Library, what percent

were women? 73%


Today: Real-time data dictates targeting decisions

http://www.youtube.com/watch?v=84OT0NLlqfM


“...put people, every individual distinctly, at the center of your entire marketing

strategy.

right message to the right individual all day or night just when they need it.”

Audience Signals = Greater Profit

-53%CPA decrease

+10%Conversion increase

+20%Conversion rate increase

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Now what?

FindKeep

Grow



FindKeep

Grow

Who are your most valuable student prospects?

7,369,578,896



Collect

STEP 1: COLLECTStart With Who You Know


Proprietary + ConfidentialSTEP 2: ORGANIZE According to The Student’s Path to Enrollment

Homepage

School Page

Degree Page

Enrollment

Prospective Students



Homepage




Homepage

School Page

Degree Page




Homepage

School Page

Degree Page

Enrollment




Homepage

School Page

Degree Page

Enrollment


ORGANIZE According to The Path to Enrollment


❏ Collect touchpoints of students you knowFind

Grow

Keep❏ Organize according to

the journey to enrollment


FindKeep

Grow

Prospect New Students to Grow Your Student Base


Filling the Journey to Enrollment Funnel

Homepage

School Page

Degree Page

Enrollment


Students we know

Students we don’t know


FOUNDATIONDemographic Targeting

Contextual Targeting

NEXT LEVEL

Your Audience Data

Reaching Students We Don’t Know

Find New Students Similar to the Students You Already Know

Group of your enrolled students

Analyze:● Search behavior● Browsing behavior

Find prospective students with similar behaviors

“Best colleges in Boston”

Boston.com

Your Data Google Data+


FindKeep

Grow

❏ Audience first approach

❏ Leverage your data to grow your student base

❏ Use Google data to fill the gaps



FindKeep

Grow

Keep & Re-Engage with Students



Homepage

School Page

Degree Page

Enrollment


Remember to ORGANIZE According to The Path to Enrollment



Homepage

School Page

Degree Page

Enrollment


UNDERSTAND Student Behavior as They Move Through the Funnel



Homepage

Enrollment



Sophomore in HS - starting to explore schools

Homepage



Homepage

School Page

Degree Page




Decided on Boston - Unsure of Degree



Homepage

School Page

Degree Page

Enrollment




Decided on Boston - Unsure of Degree

Ready to enroll - deciding between BU, NU, BC


Your Audience

RE-ENGAGE with Your Most Valuable Prospective Students

❏ Students who know you

❏ New student acquisition - SA

Homepage Didn’t Enroll

RemarketingSearch + Display


Your Audience

RE-ENGAGE with Your Most Valuable Prospective Students

❏ Students who know you

❏ New student acquisition - SA

Enrollment Page Didn’t Enroll

RemarketingSearch + Display

Custom MessagingAdditional Budget


FindKeep

Grow

❏ Organize digital touch points based on the journey to enrollment

❏ Understand Student behavior as they move through the funnel

❏ Re-engage with your most valuable prospective students



Final Thoughts

FindKeep

Grow


Proprietary + ConfidentialFinal Thoughts

FindKeep

Grow



Final Thoughts

FindKeep

Grow

http://www.youtube.com/watch?v=gHGDN9-oFJE

Proprietary + ConfidentialProprietary + Confidential


Thank You!

for higher education audience strategies€¦ · group of your enrolled students analyze: search...

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