UCLA Anderson School of Management partnered with Converge Consulting to increase their inbound marketing efforts for their MBA programs. Converge developed a digital marketing strategy focused on search engine advertising, social media advertising, display advertising, and retargeting to expand UCLA's reach, recruit more women and veterans, and increase inquiries. The strategy included creating targeted personas, developing landing pages, and implementing a multi-touchpoint email nurturing campaign to convert more inquiries into enrollments. Google Analytics was set up to measure the ROI of the digital advertising and inbound efforts. New strategies proposed included promoting content on IvyExec and hosting webinars on professional development topics.

1. How to Do It Smarter, Better, Faster
Inbound Marketing for Your
MBA Programs
AMA Symposium for the Marketing of Higher Ed 2016

2. Your Presenters
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Ann Oleson, CEO & Founder
Converge Consulting
Sylvia Haas, Executive Director
UCLA Anderson School of
Management

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4. About Converge
Converge Consulting is a full-service inbound/digital agency for higher
education. We are distinct in our ability to develop sound strategy and
translate it into recruitment campaigns that deliver ROI in a crowded
marketplace.
• We live and breath what’s new and next.
• Our DNA is digital.
• We know education.
• We believe in relationships and results.
• Our customer service is unparalleled.
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5. About Sylvia
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6. Overview
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I. Our Story: UCLA + Converge
II. Industry Benchmarks
III. Strategies by Audience
IV. Funnel Communications
V. Key Takeaways

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Our Story:
UCLA + Converge

8. Our Story
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Sylvia had four primary goals:
• Stay ahead of the increasing competition
• Expand geographic reach
• Recruit more women & maintain military presence
• Increase number of Inquirers

9. Competition
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10. Expand Reach
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11. Recruit Women & Maintain Military Inquiries
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Class of Women Military/Veterans Inquirers
2016 32% 16% 1041
2015 24% 14% 1028
2014 30% 20% 730
2013 28% 18% 770

12. Inbound Marketing
CONVERT DELIGHT
Search Engine
Optimization
(SEO)
Inbound
Content Offers
Social Media
Paid
Advertising
ATTRACT
Calls-to-Action
(CTAs)
Landing
Pages
Forms
Retargeting
Amplification
Content
Strategy
Ongoing
Engagement
User
Experience (UX)
Measurement
STRANGERS VISITORS STUDENTS PROMOTERS
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Industry Benchmarks

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Inbound Funnel

15. Sample Monthly Plan
Implement a digital advertising strategy to target users actively searching for MBA
programs, users that fit into the target demographic and behavioral profile and users
who have previously visited landing and program pages (remarketing).
• Display Advertising
• Contextual / Behavioral
• Geofencing / IP Targeting
• Specific websites
• Social Media Advertising
• Facebook / Instagram
• LinkedIn
• Twitter
• Search Engine Advertising
• Google AdWords
• Bing Ads
• Retargeting / List Targeting
• Display ads
• Social Media Platforms
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Digital Advertising

16. Lead Generation Trends: MBA
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Industry Data
Conversion Rate Cost Per Lead
Search 6.89% $386.44
Display 0.59% $533.31
Remarketing 4.21% $102.40
Facebook 1.12% $111.25
LinkedIn 5.35% $162.00
Gmail 0.10% $650.76

17. Sample Monthly Ad Spend
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Digital Advertising
Digital Advertising Strategy Lower Visibility Higher Visibility
Display Advertising (10-15%) $500 $1,000
Social Media Advertising (25-35%) $2,500 $3,500
Search Engine Advertising (44-55%) $5,000 $15,000
Retargeting (10-15%) $1,000 $2,000
Total $9,000 $21,500

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Strategies by
Audience

19. Who is your ideal student?
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Persona: Women

20. Who is your ideal student?
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Persona: Military/Veteran

21. Who is your ideal student?
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Persona: Medicine

22. Who is your ideal student?
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Persona: Energy Industry

23. Strategy: Social Media Advertising
Channels: LinkedIn, Facebook, Instagram, Twitter, Pinterest
UCLA Strategy: Reach your target audience on LinkedIn based on demographics such
as job title, industry, seniority, educational background, and employer.
Suggested monthly ad spend: 25-35%
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Digital Advertising

24. Example Ads: Social Media Advertising
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Digital Advertising
Facebook Instagram LinkedIn (Sponsored Content)
Twitter

25. Strategy: Search Engine Advertising
Channels: Google AdWords, Bing Ads
UCLA Strategy: Reach users on Bing who are specifically searching for non-branded
and branded ‘executive mba’ keywords in the greater Los Angeles area.
 Suggested monthly ad spend: 45-55%
Digital Advertising
Keyword and ad examples:
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26. Example: Mobile Search Ads
Digital Advertising
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27. Strategy: Retargeting / List Targeting
Channels: Display Ads, Social Media Advertising (Facebook, Instagram, & Twitter)
Target users who have visited your website or landing page but haven’t converted into a
lead yet. Also, target prospects with admissions related messaging to encourage users to
take the next step and apply.
Suggested monthly ad spend: 10-15%
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What else?

28. Strategy: Display Advertising
Channels: The Trade Desk, Google Display Network, Gmail Sponsored Promotions
Reach your target audience through contextual and behavioral targeting or target specific
companies and schools via geofencing or IP targeting.
Suggested monthly ad spend: 10-15%
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What else?
Targeting and ad examples:
YOUR AD
HERE
YOUR AD HERE

29. Example: Gmail Sponsored Promotions
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What else?
Ad collapsed on mobile:
Expanded ad:
Targeting examples:

30. Example: Gmail Sponsored Promotions
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What else?
Example of results:

31. Landing Pages
How do we increase
conversions?
Create landing pages specific to each
specific program that showcase benefits,
requirements, potential employment
opportunities and career outcomes.
Take a user-first approach with targeted
and segmented messaging. Lead with user
experience (UX) and generate landing
pages that will help you turn strangers into
visitors, visitors into leads and leads into
promoters.

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Funnel
Communications

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Communication Workflows
Someone inquired. Now what?
Develop a multi-touch point lead nurturing strategy for 30-60 days. Use a mix of email
and phone calls that hit on competitive advantages, address common barriers to help
convert more prospects to enrollments.

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Event Emails
Best Practices
• Optimized for mobile view, easy to skim
• Compelling subject line
• Engaging visuals (graphics and photos)

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Visit a Class Email

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Emails
4 Emails to Send After Inquiry:
• Meet Your Person: Introduce an advisor to reach directly with questions.
• Here’s How You Apply: A how-to, webinar or guide to walk them through the
application process.
• What’s Holding You Back: Messaging to address barriers and how your
institution will help them move past them.
• Alumni & Faculty Stories: Share testimonials, research and publications so they
can see themselves as a part of your community.

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Google Analytics
What is the ROI?
• Recommendations for improvement to
enhance reporting
• Set up of Google Analytics for
reporting on AdWords
• Set up of goals on action-based forms
for the program including: inquiry
form, application form, campus visits,
etc.
• Set up of dashboard to report on
inquiry generation program and digital
advertising

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Data Reporting
Examples of Insights:
Dallas, 4
Irving, 3
Plano, 3Fort Worth,
2
New
Jersey, 1
Texas
1
Garland, 1
Houston, 1
McKinney,
1
Rowlett, 1
San
Antonio
1
Lavon
1
CITY

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New & Next Ideas

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New & Next
Check out Ivy Exec.
Invitation only business community with over 730K+ members, growing by 10 to 12,000
new professionals per month. 90% of members are interested in professional
development and learning about education potions to advance their careers.
Community consists of:
• 18% C-Suite Executives
• 25% VP/EVP/SCP Level
• 25% Director Level
• 22% Associate Director/Senior Manager/Manager Level
IvyExec offers digital solutions including hosting/promoting online events, targeted email
campaigns, newsletter placements, display ads, content promotion and dedicated landing
pages.

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New & Next
Host strategic webinars.
Professional development is a key interest of the MBA target audiences. We suggest
hosting and promoting webinars that hit on high interest professional development topics
as a way to initially draw interest from your target audience.

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New & Next
Amplify your content.
Promoting content, rather than your program specifically, can be a great way to initially
engage your target audience. Sharing alumni success stories or thought leadership pieces
on professional development can generate engagement.

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New & Next
Get an external
perspective.
• Does the agency have certifications,
partnerships or awards?
• Can the agency provide case studies and
references?
• Does the agency have experience in
your vertical?
• How often is the agency reviewing and
optimizing campaigns?
Download it here:
http://inbound.convergeconsulting.org/ch
oosing-a-ppc-partner

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Thank You!