A 3-tier marketing model

Refining how we reach target audiences and build a plan that can scale.

Situation

Strategic Marketing Approach for Enrollment Growth

I changed the way we approach marketing campaigns for the 75+ undergraduate and graduate degree programs at Northeastern University's College of Professional Studies.

By bringing in strategy, a scalable model, analytics, and marketing automation, we could significantly change the contribution to enrollment and revenue.

Resources: 90% of marketing resources were dedicated to a small percentage of degree programs, leaving most reliant on SEO and word-of-mouth.
Audiences: Multiple programs targeted similar demographics.
Data: Minimal insight into marketing performance and its impact on enrollment.
Extensive offerings: The volume of degree programs made in-depth online research challenging for prospective students.
Consumer needs: Degree-centric marketing did not accommodate prospects' desire to explore multiple programs and not to feel as if they were being "sold to."

Strategic Approach

Growth goals required strategy and scale

Developed a three-tiered portfolio model that markets degree programs by portfolios based on related disciplines or target markets.
Marketing plans are developed with portfolios, using messaging aligned with discipline rather than a singular degree.
Applied personas from a behavior analysis to appeal to the prospect who is not easily targeted – those who must find us.
Modified the website to enhance SEO and support prospects who make decisions based on online information, especially ghost leads.
All leads went into a new lead nurturing/conversation plan through marketing automation.

Why a three-tier model?

We were neglecting the majority of the potential market.

Implementation

Tactics used for all enrollment marketing

Digital marketing
Search engine optimization
Lead nurturing emails
Admissions coach outreach
“Making it real” by using alumni profiles, student comments, faculty profiles, potential careers, and alumni titles and companies.
Webinars, live and on-demand. Faculty and current student participation is essential.

The basic approach.

Key Performance Indicators

Monitoring Progress & Measuring Outcomes

A weekly funnel report gave insight for many teams into the number of prospects going through the path from leads, applications, accepted, returning students, and enrolled.

Core Outcome Measures

Applications
Enrollment
Revenue by product mix
Cost per acquisition (application, enrolled)
Known marketing influence on outcomes and Marketing Return on Investment.