John's Hopkins University Carey School of Business
Learn how we increased media efficiency with omnichannel strategies and full-funnel performance visibility.
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.
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.
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.
- Strategy & Insights
- Data Visibility and Reporting
- Experience Design