The context
Transforming
Student Acquisition
for a Premier University
Washington State University Vancouver (WSUV) is a distinguished public research university in Vancouver, Washington. As part of the Washington State University system, WSUV offers a diverse range of undergraduate and graduate programs, striving to provide accessible, high-quality education to students in the region and beyond.
WSUV aimed to enhance its digital marketing efforts to attract and engage prospective students more effectively. The primary goal was to increase new and transfer student leads while optimizing marketing expenditures. The challenge was to expand reach beyond existing channels and tap into new platforms to connect with a diverse student demographic.
01. The Challenge
Overcoming Digital
Engagement Barriers
in Higher Education Recruitment
Despite existing ad campaigns yielding positive results, WSUV sought to broaden its outreach and boost conversion rates. Relying solely on platforms like Facebook limited the university’s ability to connect with a wider audience of potential students. The competitive landscape of higher education recruitment necessitated exploring innovative digital channels to capture the attention of prospective students effectively.
Unique constraints included the need to maintain cost-effectiveness while experimenting with new advertising platforms. Additionally, creating engaging content tailored to the preferences of diverse student demographics across various regions posed a significant challenge.
02. Insights
Identifying Emerging
Digital Platforms to
Enhance Student Engagement
Our analysis revealed that prospective students were increasingly active on emerging social media platforms, particularly TikTok. Additionally, Google’s Performance Max campaigns offered opportunities to diversify ad placements and formats, reaching potential students across multiple channels. Understanding these trends was crucial to developing a more effective digital marketing strategy.
These insights guided us to integrate TikTok into WSUV’s marketing efforts and implement Performance Max campaigns. By doing so, we aimed to enhance brand visibility and engagement among prospective students, ultimately driving higher conversion rates.
03. Strategy
multifaceted
digital marketing
strategy
We developed a multifaceted digital marketing strategy encompassing paid search advertising, Performance Max campaigns, and TikTok paid advertising. Our approach focused on creating engaging, platform-specific content to capture the interest of potential students and guide them through the enrollment funnel.
- Performance Max Campaigns: Leveraged Google’s Performance Max to expand ad reach across various channels, utilizing diverse ad formats to engage a broader audience.
- TikTok Paid Advertising: Established a presence on TikTok by creating compelling video ads tailored to the platform’s dynamic and youthful user base.
Creative Ad Design: Developed multiple video ad variations to appeal to different demographic segments, ensuring content resonated with a diverse prospective student population.
Continuous Optimization: Monitored campaign performance in real-time, making data-driven adjustments to maximize engagement and conversion rates while minimizing costs.
04. Results
A Toast to
Digital Success
Student Leads
Our strategic initiatives led to a remarkable 203.64% year-over-year increase in new and transfer student leads for WSUV.
Conversion
These results were measured using comprehensive analytics tools, tracking key performance indicators such as lead volume, conversion rates, and cost metrics. The data was validated through consistent monitoring and reporting, ensuring accuracy and reliability in assessing campaign success.
Acquisition Cost
Additionally, the cost per acquisition was reduced by 31.91%, demonstrating the effectiveness and efficiency of the implemented strategies.
Cost per Conversion
A notable success was the rapid engagement achieved through TikTok, where our tailored video ads significantly increased brand awareness and interest among prospective students, contributing to the overall boost in leads and conversions.