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.
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