John's Hopkins University Carey School of Business

Learn how we increased media efficiency with omnichannel strategies and full-funnel performance visibility.

Industry
Higher EDU/Non-prof
Technology
Acquia Drupal
Google Analytics
Google Tag Manager
Salesforce
Services
Media
Media Strategy & Planning
Data & Analytics Implementation
Technology

Challenge

Carey is laser focused on increasing enrollment both domestically and internationally, as well as improving brand awareness to support achieving ranking status. Carey offers a variety of Full Time MS and MBA programs in addition to Executive Education courses. With a disjointed tech stack, separate campaigns/teams supporting FT and EE programs, and little visibility into performance, Carey charged R2i with developing a cohesive, hyper-targeted strategy and connecting their systems and data.

Solution

R2i identified non-negotiable pillars to ground Carey’s new media strategy – the program needed to be nimble to ensure we can react to the changing landscape, efficient to maximize budget in uncertain times, and data-driven to inform the best possible decision making. The result was a multi-channel media strategy prioritizing fully funding Carey’s lead generating channels that provide the most performance visibility and targeting capabilities, while also incorporating higher funnel tactics to drive brand awareness. 

In addition, R2i evaluated Carey’s data and technology landscape to understand the full student journey funnel from awareness, to lead, to application, to enrollment. R2i prioritized streamlining the landing page experience by integrating Slate and Salesforce forms directly into Drupal, tying marketing channel data to enrollment data for full funnel visibility, and developing automated reporting dashboards to provide 24/7 performance tracking

Impact

  • EFFICIENT, HIGHLY TARGETED MEDIA BUYS

    Achieved a 50% reduction in Search CPL for Carey’s Full-Time programs, and a 44% reduction in Facebook CPL for Exec. Ed programs within 4 months.

  • STREAMLINED CONVERSION EXPERIENCE

    Integrated Slate webform directly into Drupal landing page, eliminating a step in the conversion path. 

  • AMPLIFIED LEAD GENERATION

    Increased Full-Time leads by 263% Year-Over-Year across all channels. 

  • DATA CONNECTION + PERFORMANCE VISIBILITY

    Custom, automated reporting dashboards provide real-time performance tracking and power decision making.

    Connection of marketing channel data with enrollment data enables optimizing based on enrollment status and provides full funnel visibility. 

The Goods

  • Strategy & Insights
  • Data Visibility and Reporting
  • Technology
  • Experience Design
  • Media