annodyne higher education-advertising-marketing-case-study

ANNODYNE / CASE STUDY

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PENN STATE UNIVERSITY:SMEAL EXECUTIVE MBAPROGRAM

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TURNING TO EXPERTS WHO KNOW EMBA MARKETING BETTER THAN ANYONE.

WHAT IS A BUSINESS SCHOOL’S BEST STRATEGY FOR INCREASING ITS OWN PROFITABILITY?

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ANNODYNE STARTED BY DEFINING PSU’s MARKETING “WISH LIST”:

4 Raise awareness of the program 4 Identify and engage higher-quality leads 4 Drive a larger percentage, and gross number of, information requests 4 Create a database of leads that grows continuously 4 Fill an increasing number of seats in each cohort — generating additive, ongoing profits

THE CLIENTPenn State University: Smeal Executive MBA Program

THE CHALLENGETo fill seats in their program,and generate qualified leads forfuture cohorts

THE SOLUTIONChange the conversation

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THE SOLUTIONPART 1 / SEARCH MARKETING

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Our strategy began with our proprietary lead generation process,

called Conversion Optimization Management (COM). Through COM,

we can match certain audiences to a specific program — helping online

searchers find exactly what they’re looking for. COM also provides

us the power to optimize the performance of all digital channels to

streamline results and evolve campaigns. As a result, performance

improves over time — so conversion rates continuously go up, while

cost-per-lead goes down.


THE SOLUTIONPART 2 / DISPLAY ADVERTISING

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The second part of our process was targeting the program’s ideal

audiences with relevant messages. We profiled professionals within

Penn State’s geographic region who were likely to have interest in

an EMBA program, and served up compelling messages — in the form

of display ads — on websites that are regularly visited by these

audiences (e.g., LinkedIn.com, Bloomberg.com).


THE SOLUTIONPART 3 / OPTIMIZED LANDING PAGES

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Our COM process drove audiences to a brand-commensurate landing

pages, which highlighted specific “hot button” information on the pro-

gram. Critical keywords were worked into body copy (for SEO), and the

design and form placement was tested and optimized for maximum

response. One critical aspect of COM is how it leverages science and

art — to provide an intuitive online experience for the viewer that subtly

drives a specified action (in this case, to fill out the form).


THE SOLUTIONPART 4 / ANNOTRAK

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Once a prospect “raises his or her hand” by filling out the

form, our AnnotrakTM platform comes into play. This proprietary

in-house tracking and measurement system collects this critical

data, which is quickly leveraged for conversion. Through Annotrak,

data can be mined and analyzed to provide a wealth of valuable

insights — from which channels are best performing, to which

leads are most promising.


THE RESULTOver a two year run (2011 & 2012), Annodyne’s Smeal EMBA campaign delivered:

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improvementin pre-applicantlead quality154%

of their total 2011 cohortenrollment directly attributable to Annodyne channels33%

of their total 2012 cohortenrollment directly attributable to Annodyne channels39.4%

THE TAKEAWAY:WHEN THE PEOPLE WHO TEACH BUSINESS SEEK INNOVATIVETHINKING, THEY TURN TO US.

935.6% ROI for Annodyne investment

$3,069,000 earnings in tuition revenue


annodyne higher education-advertising-marketing-case-study

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