Case Study:
Houghton College

Driving Undergraduate Admissions With
a Full-Funnel Digital Strategy

Houghton’s Challenge:
After an upward trend in undergraduate enrollment, Houghton College faced aggressive enrollment goals for the 2015-16 academic year. Houghton knew they needed to grow efficiency in their marketing by centralizing their digital marketing efforts and developing a more holistic approach to their overall marketing plan. This included developing messaging, processes, and finding new ways to reach potential students.

Solution:
To help solve these challenges, Houghton partnered with Mogo Interactive to define key benchmarks and measure results. In just 6 months, Houghton developed an audience remarketing pool of 100,000, drove engagement and conversions across RFI, Campus Visits, and Applications, resulting in a 17$ YOY increase in applications – the highest in 5 years.

In this case study you’ll learn:

  • The technology and planning required to create and implement a future-focused, holistic digital marketing program
  • Digital campaign elements that will drive your university’s success
  • Messaging strategy by channel
  • What to measure, how to measure it, and how to set key benchmarks for future improvement and optimization

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