With national college enrollments shrinking, and an increasing number of online education programs entering the market, Excelsior College—a pioneer in distance education and leader in online learning—needed to take targeted action to increase enrollment in key programs.
The Martin Group team set out to support Excelsior’s lead generation and enrollment campaigns while seeding brand throughout. After a thorough media and audience analysis, target audiences were narrowed and aligned with key program initiatives to optimize overall performance month over month and year over year. By bringing the Excelsior College story to life for specific audiences (such as military, working adults, and more) on landing pages, downloadable content marketing, paid and organic digital graphics and ads, eblasts, print ads, direct mail, email nurture campaigns, blog posts, and more, we helped potential students engage—and helped fill the pipeline with prospective leads.
Media placements over an 18 month campaign
Decrease In Cost Per Lead Year Over Year
Increase In Leads Captured