Trident University International
Lead to Application Rate
Lead to Start Rates
Lead to Enrollment Rates
Trident University is a leader in online education and relies on a steady stream of prospective students looking to further their education.
But they weren’t getting the results they wanted from existing best practices for educational marketing: search engine marketing, paid social, display advertising and mobile-first landing pages.
We love answering tough questions, and frankly there are fewer tougher questions than, ‘What’s better than best?’
We wondered whether we could influence prospective student behavior well AFTER what Google calls the “Zero Moment of Truth” – and we set out to do just that with an innovative nurturing campaign.
Lead to Application Rate
Lead to Start Rates
Lead to Enrollment Rates
Here’s what we found
Brand stories matter even more once someone has already started to engage with the admissions team; and coordinating that message in tone and delivery drives real results.
The nurturing strategy and execution has been a resounding success—resulting in a 60% increase in Lead-to-Start rates and a 35% increase in Lead-to-Enrollment rates*. And we’re expanding the campaign to include larger audiences, more rich media, and deeper interactive experiences.
Plus, we may have just discovered a new best practice.
We had to go about this as methodically as possible. It started with developing a database driven, true multichannel media plan to reach, engage, and convert or retain prospects and students. In other words, we wanted to reach each prospective student with an individualized journey.
But actually proving that this would work better than best practices meant testing it. We implemented a scientific data hold-out lift study, with the “experiment” group that received the messaging, and a “control” that did not.
The initial study focused on increasing the lead-to-enrollment rate (and later the student graduation rate). It was critical to do this with strict adherence to maintaining our control/test groups and a straightforward scientific method.
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