In the spring of 2021, my team was tasked with creating email, SMS, and digital advertising journeys for six audiences at three regional campuses. The campuses had been using an external vendor who, ahem, phoned it in. Our job was to create a strategic recruitment marketing journey for each audience that looked and sounded great—and got even better results.
We started at the beginning—with user research, content strategy, and journey mapping.
Once we knew who we wanted to talk to, what we wanted to say, and how we wanted to say it, we got to work. Over the next six months or so, we executed hundreds of emails and dozens of digital ads and landing pages, all of which mapped back to the initial strategy.
And we got the results they were looking for. For the 22–23 academic year, we saw a 4.3% increase in applications, a 23.6% increase in admissions web traffic, and a 58.6% increase in campus visits.
And that’s what it’s all about, isn’t it?
