GEORGETOWN UNIVERSITY SCHOOL OF CONTINUING STUDIES
Driving Applications & Enrollments
GEORGETOWN UNIVERSITY SCHOOL OF CONTINUING STUDIES
Driving Applications & Enrollments
SERVICES
Media Services • Analytics & Optimization • Segmentation & Personalization • Campaign Production
Challenge
DMI has been a partner of Georgetown SCS since 2009, and we have retained this relationship through a high level of service and collaboration with the client marketing team, streamlining process, and applying a test-and-learn approach. Every year, our goal is to drive qualified student applicants for a variety of programs, including recent College Grads, Career Changers and High School Achievers. And, every year, there is a new program(s) to launch, even during a pandemic.
Insight
To set Georgetown SCS apart from the increasingly competitive field, we adapt our media strategy to the changing marketplace. From creative messaging and content strategy to media placements and targeting, optimization is key. By testing new vendors, new ad formats, and new capabilities, we have generated more leads and enrollments year-over-year.
Solution
Each program has their own integrated media plan built upon the previous year’s top performing tactics and placements, and further rounded out to reflect current trends in the marketplace.
DMI continuously analyzes new developments in the marketing space, such as new martech tools, new targeting capabilities, new ad products and media tactics.
In order to optimize our paid and owned media, we look at intent signals and funnel progression because applicant data alone does not have the volume to make actionable optimizations. Since our marketing is full funnel, conversions have value in powering our lead generation of macro CRM goals. Campaign performance is optimized with CPA-driven insights driving greater efficiency of media spend, while still achieving revenue goals.
Outcomes
FY20 proved to be a record breaking enrollment year for Georgetown SCS by pivoting marketing support to their online programs during Covid-19’s first year. Despite the ongoing pandemic, the Fall 2021 semester started apps grew by
