Southern New Hampshire University

Integrated Multi-channel Student Acquisition Campaign

Challenge

Southern New Hampshire University wanted to engage with high school Juniors. The objective was to develop an integrated multi-channel marketing approach to shape the student portfolio. The main goals for the campaign were to generate student interest, create awareness for on-campus events, get students to opt-in and hyper-target key student segments. The main hurdle was targeting students who had been non-responsive to the school's previous direct and email efforts.

Solution

Digital Wavefront developed and managed a multi-channel campaign that involved web, email and social. A microsite with PURLs enabled personalization of content based on 6 personas that targeted male & female students. Personalization was extended to deliver custom resource links generated based on the students' preferences and interests. 3 targeted email campaigns were designed and orchestrated to coincide with specific on-campus and off-campus events. The 3rd component of the campaign involved designing and managing Facebook Ads driving students to the online experience.

Results

Case Study Results

8.4% Response, 25% Conversion

Against all odds, the retargeting campaign with it’s integrated approach and design led to a 8.4% response and a 25% conversion rate.

Case Study Results

Interest-based Content Library

Drove student response and engagement via an interest-based asset library of media, links and PDFs.

Case Study Results

3 Components, 1 Huge Integrated Win!

The multi-channel campaign included a PURL-based microsite, 3 targeted email campaigns and interest-based Facebook Ads.

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