Flightpath partnered with Fairleigh Dickinson University on a multi-channel digital approach to drive overall student enrollments, build a prospect pool for future remarketing, increase enrollments of acceptees, and enhance student life & connections.
This case study, presented by Jon Fox of Flightpath and Jon Wexler of FDU, outlines insights on the overall strategy, platform selection, campaign execution and success measurement.
5. About
Flightpath
! Founded in 1994
! Creative digital agency
! Headquartered in NYC
! 50 employees
! Results oriented
! Emotional Currency is
central to our work
6. !
6
Success
Factors
! Brand alignment
! Unified strategy
! Integrated touch points
! Ongoing measurement
& optimization
Social Media
!
Email Video
Mobile
!
!
Website
! Search
!
!
Paid Media
!
Games
7. 7
An Easy Win
Scholarship Search
Transforming an old-school
process to an easy-to-use
online tool.
8. 8
Another
Easy Win
Campus Finder
Easing the enrollment
process.
10. Think Summer
Targets
! Current Students
! Visiting Students
! Prospective Students
! Returning adult learners in
close proximity to FDU
campuses
Goals
Drive awareness of summer
classes and boost program
enrollment
11. Think Summer
Challenges
! Not the most highly enrolled
programs
! No financial aid available
Opportunity
! Attract last minute enrollees
12. Think Summer
Tactics
! Facebook Content &
Engagement
! Facebook Ads
Results/Conclusions
! Anecdotal lift in enrollment
! Good ‘branding exercise’
! Positive impact on student
communication
14. MBA
Goals
Less time sensitive than summer
! Boost applications
! Drive program enrollment
! Capture leads
! Provide information and showcase
program benefits
! Answer common questions
! Evoke a sense of urgency
Tactics
! Search Engine Marketing
! Social Media
• Facebook
• LinkedIn
16. SEM Performance
Aug Oct Nov Dec Jan Total
Impressions 100,680 113,545 126,843 93,225 116,201 550,494
Clicks 1,877 2,160 2,133 1,494 1,768 9,432
CTR 1.86% 1.90% 1.68% 1.60% 1.52% 1.71%
CPC $4.25 $3.42 $3.26 $3.89 $3.96 $3.72
Conversions 70 88 94 84 81 417
Conversion Rate 3.73% 4.07% 4.41% 5.62% 4.58% 4.42%
Cost per
Conversion $113.95 $83.89 $74.00 $69.14 $86.50 $84.24
17. Conversions & Cost Per Conversion
17
$120.00
$100.00
$80.00
$60.00
$40.00
$20.00
$0.00
100
80
60
40
20
0
Aug Sep Oct Nov Dec Jan
Conversions
Cost per Conversion
! Cost per conversion was at an all time low during November at $74
! Conversions were also at a high during November
! A lower CPC in November contributed to the higher performance
21. 21
The
Opportunity
! Playing to school’s
unique strengths
! Knowing the audience
! Cut through the clutter
! Surprise, delight and
energize
! Gather data/
intelligence