HIGHER ED – PORTFOLIO – CASE STUDIES – UMKC
CASE STUDY
University of Missouri-Kansas City Bloch School of Management
UMKC Bloch is Kansas City’s nationally and globally preeminent school of management, focusing on entrepreneurial and innovative thinking. It offers undergraduate, graduate, and executive business education programs.
GENERATING GRADUATE BUSINESS EDUCATION LEADS
UMKC Bloch sought a partner to help achieve enrollment goals for their Executive MBA (EMBA), Professional MBA (PMBA), and specialized MBA programs. These graduate business degree programs target niche student audiences comprising both rising and highly accomplished executives. Adding to the challenge was a highly competitive landscape with both local and regional institutions vying for the same target audience.
Given the extended buy-cycle of these specialist programs – with some taking as long as two years to enroll a student – Bloch sought a large, steady volume of qualified leads to feed their enrollment funnel. Annodyne was brought in to complement existing internal enrollment efforts.
CUSTOM DIGITAL ENROLLMENT MARKETING CAMPAIGN
Leveraging its eminence in graduate business education enrollment marketing Annodyne designed a custom digital campaign. This campaign was continuously optimized over a two year period, using a variety of digital channels such as SEM, Display, and Social (LinkedIn).
CAMPAIGN RESULTS
In the first year of the campaign, Annodyne generated 354 qualified leads at a cost per lead (CPL) of $228. This CPL was in-line with the agency’s established benchmark for graduate business education. These leads were generated primarily via SEM, which was continuously fine-tuned by Annodyne’s expert digital media team.
The focal point of campaign optimization strategy in year two was the introduction of Hypermessaging, which combines advanced customer targeting and personalized content that is delivered by LinkedIn InMail. This tactic yielded more than 100 qualified leads in the first four weeks of deployment. Altogether, in the second year of the campaign Annodyne generated 430 qualified leads (a 21% increase) and reduced the CPL to $148.
The leads generated by Annodyne for the UMKC Bloch programs generated 14 program enrollments and a further 10 application starts (students in the enrollment funnel awaiting admission). This represented approximately 20% of the total annual number of students that ultimately attend the Bloch programs.
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