Faulkner University Upward Enrollment
An Overview of Our Efforts
"At the end of six months, we were well over a 3x increase in ROI."
Faulkner University wanted to increase enrollment for their online degrees, both graduate and undergraduate.
"Using extensive analysis and optimization, we located the highest performers."
With 27+ courses to choose from, we worked alongside Faulkner staff to choose a dozen to test. Using extensive analysis and optimization, we located the highest performers.
Through the use of our Molecule of Awesome™, we were turning profits within 90 days. This was possible using A-B-C testing along with refreshing creative every three weeks, implementing meticulous keyword optimization, and deploying tailored remarketing to maintain a touchpoint with potential students. At the end of six months, we were well over a 3x increase in ROI.
"We also accounted for a staggering 22% of all clicks to Apply Now."
Our conversions were second only to organic, and we also accounted for a staggering 22% of all clicks to Apply Now. This is what we call the “last click metric,” where we turn the prospect over to a recruiter.
With our optimization tools, we increased the quality of leads delivering an “applicant to student“ rate of 7% that is still increasing!
High-Touch Keyword Search Ads
In addition to social media display ads, we also ran a simultaneous Google Search campaign focused on active conversion generation. For these ads, we monitored results on a weekly basis in order to optimize and expand our keyword selection based on the usage styles and interests of Faulkner University's student demographic.
"...we monitored results on a weekly basis in order to optimize and expand our keyword selection..."
Social Media Marketing
We took to social media to promote Faulkner's programs of study in order to get people to those forms; specifically the Online MBA, MSM, and undergraduate degree programs. By implementing a new set of creative work every three weeks and optimizing to pull from the best performing imagery and copy of each prior version, we were able to ensure a consistent rate of growth by appealing to those who are most interesting in what Faulkner has to offer.
Faulkner University has been a long-standing client of Baker Street, and we've been managing their prospect emails for the entirety of that time. These emails have been developed to target some of the pain points of adult students, and offer reassurance that the classes they'd be taking are designed with them and their busy schedules in mind. These emails are received after a form has been filled out on the website.