Client: Concordia University Wisconsin
Assignment: Develop SEM campaign to attract new students
Solution: CUW wanted to attract potential students of all ages, generate leads and capture contact info to efficiently track ROI. PKA broadened the target to include four major areas of potential students (undergrad, graduate, adult ed, and e-learning) and redesigned the landing page for ease of interaction and navigation. Contact methods were expanded from e-mail and phone calls to on-screen forms, leave-behind pages, online chat, a call center and e-mail. Display ads were created for re-marketing opportunities.
Results: Concordia has enjoyed more than double the amount of qualified leads than the previous campaign. People are 8 times more likely to interact with the new landing page and the display ads than before, and overall traffic to the landing page has doubled. The university now has names, phone numbers, e-mails, areas of interest and more from each new lead, with whom they can follow up with for recruiting purposes.