Insights to Power Your Prospective Student Marketing

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Agenda

Your audience is here and growing every day

Leveraging LinkedIn products achieves success

LinkedIn achieves better outcomes for your school

Your audience is here and growing every day

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LinkedIn is the largest global communityof professionals

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

To

tal L

inke

dIn

Me

mb

ers

100M

675M+professionals

Source: LinkedIn Internal Data

Growth and engagement continue to accelerate

>2 newMembers per

second

21% YoYIncrease in time

spent per member

147Content

engagements per second

EDU marketing continues to accelerate on LinkedInEDU paid engagement growth from 2015

0

200

400

600

800

1000

1200

1400

2015 2016 2017 2018 2019 Projected

MBA NursingEducation

MarketingLeadership/Management

Top 5 - Marketing investment by degree type in 2018

Successful EDU marketers

are leveraging LinkedIn

across all their programs

3MTeachers(as of April 2019)

2.5MNursing professionals(as of April 2019)

US nurses and teachers are on LinkedIn

1. based on estimates of total Nurses in the US from BLS: https://www.bls.gov/oes/current/naics3_623000.htm#00-0000, May 20182. based on estiamtes of total Teachers in the US from NCES https://nces.ed.gov/fastfacts/display.asp?id=372 LinkedIn Internal Data

8in10Nurses are on LinkedIn

9in10Teachers are on LinkedIn

Art & Design professionals comprise a major LinkedIn audience

• 4.1M Art & Design professionals in the US

• 21% more views of school and company pages

• 17% more connections

• 17% more in active groups

• 57% were outside Art & Design function before enrolling

• 2.6M Members*

• 33% more group views

• 32% more share

• 31% more companies followed

• 26% more mobile views

Military and Veterans are one of our most active audiences

*Educated at Military institutions or employed by a US Service Branch in the US

LinkedIn is an excellent channel for reaching non-traditional, prospective students who are in market for a bachelor’s degree

LinkedIn Member Segment (US) Audience Size Interested in a BA

degree program

Who want to start within the next

12 months

All Individual Contributors 13M 29% 60%

IT Function 2.7M 46% 49%

Registered Nurse 140K 34% 67%

Military 830K 41% 55%

*US Members with no bachelor’s degree and 1-11 years of experience

Source: LinkedIn Internal Data

Prospective students are the most receptive to your messagingGraduate students in the year prior to enrollment vs. average US member

12%more companies followed

38%more active on mobile

31%share more content

LinkedIn achieves better outcomes

02

Students with LinkedIn profiles are highly valuable

Source: LinkedIn & for-profit school cross-referenced user data from past 20 years

2.5XHigher graduation rate; students with LI profiles before enrolling

25%Less time to graduate; students with LI profiles before enrolling

Google leads with LinkedIn exposure outperform those without

42%Google + LinkedIn is more valuablethan Google alone.

Increase12%

17%

Lead

-to-

star

t rat

es

Not exposedbut on LinkedIn

Clicked on LinkedIn ad

42%

We can help you understand degree trends

States with Highest COMPUTER SCIENCE

Degree Growth Rates

State 2018 Rank 2015 Rank

New Jersey 1 2

New Hampshire 2 28

Utah 3 8

Massachusetts 4 3

New York 5 9

States with Highest HEALTH

Degree Growth Rates

State 2018 Rank 2015 Rank

Utah 1 28

Connecticut 2 7

New Jersey 3 8

Massachusetts 4 15

Arkansas 5 3

Leveraging LinkedIn products

03

LinkedIn Ad Products & How to Use

Them

Sponsored Content: Single-Image & VideoDrive awareness and lead volume simultaneously

•Bid on Cost Per Click•Served on mobile and desktop•Premium placement in the newsfeed•Earned media from social actions•Benchmarks:•CTR = ~.55%•Eng. Rate = ~.75%

•Bid on cost-per-send•Delivered to members only when they are live on LinkedIn•Members can receive only 1 message ad from any advertiser every 45-days•Benchmarks:•Open Rate = ~55%•CTR = ~5%

Message Ads100% SOV of prospect inboxes for 45 days

Conversation adsUse messaging with guided replies to drive results at every stage of the buyer’s journey

Upcoming release: 3/17/20

increase in conversion rate using our Lead Gen Forms versus capturing leads on site

2XAverage Cost Per

Lead decreased

by 72%

Source: LinkedIn Internal Data Blinded Case Study

Utilizing Lead Gen Forms reduces Cost Per Lead

$-

$100

$200

$300

$400

$500

$600

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Website Lead Gen

Utilize Text Ads to drive high-intent traffic to your partners’ sites • Served only on desktop

• Drives high-intent desktop clicks• Average CTR = .02%• Avg. Higher Ed CPC = $5.99

Generate quality leads with an easy, self-serve solution

a

Website Retargeting

Prospects visit your website

Prospect returns your websiteto complete an action

Target audiences that matter most

Retarget website visitors through Sponsored Content and Sponsored InMail

They’re retargeted with your content on LinkedIn.com

Using matched and website audiences

Sponsored Content

Sponsored InMail

How to set up a campaign

Create and name your campaign & Select your Objective

Things you cannot change once saved:

• Campaign group

• Objective

• Desired ad format

Define your target

Key elements to be aware of:

• The audience size will change with the target changes

• Set geo to permanent to serve only to the right geo (recent or permanent is the default)

• Bachelor’s degrees and Master’s degrees are roll up targets that include all but MBA. All Doctoral degrees needs to be selected individually.

How to build a target• What are the

requirements for this program?

• What do you know about the program already?

• Do you have any information on alumni?

• Do we want to keep campaign broad or narrow?

Utilize LinkedIn pre-defined targeting templates or save your own to save time and improve accuracy

Predefined targeting templates

Save your own custom templates

OR Targeting

New feature is easy to select and adds scale, but not ideal for EDU campaigns

No way to select delivery between OR facets

Exceptions to the rule• Retargeting site

OR listG O S i

Remove all these default check boxes when setting up your campaigns

• Audience Expansion – will serve campaigns outside of your target

• Audience Network – will serve your ads off LinkedIn

Both have lead to increased costs for our education clients and are not recommended

Set your bid, budget and schedule

• Set both a daily and total budget where there are specific program budgets

• The forecasted results on the right will change as daily budget and total budget change

• Select a start and end date when promoting something very time sensitive such as a deadline or webinar

• Always remove Auto Bidding (default)

• Always remove Enhanced CPC bidding to control your cost per

Add & set up conversions

• Add an existing conversion or set up a new conversion

• Make sure tag is firing across all pages

• To set up a new conversion we recommend the set up to the right: • Last Touch – Last Campaign

to avoid view through duplication

• 1 Day Views • Using contains to capture all

thank you URLs

How to access your insight tag

Recommended set up for conversion tracking

Driving Applications &

Enrollments

Best ways to drive applications and enrollments

1. Run a multi-product strategy

2. Use Lead Gen Forms

3. Retarget members

4. Nurture prospects on LinkedIn

Run multiple products to get in front of prospects more often • Each product has

different frequency caps

• InMail and SC shown on mobile and desktop

• Dynamic and Text Ads shown only on desktop

Use lead gen forms to drive efficient CPLs• Easy to set up

• Integrate across CRM platforms directly or through a Zapier connection

• Ability to test lead integration before going live

• 3-4 recommended of fields with your form

Retarget users to lower your CPL and convert prospects• Use across all

products

• Segment by target or specific pages on your site

• Use with your existing copy for an easy lift

• Use with InMail and Sponsored Content combination for

Nurture applicants to submission & enrollment through Sponsored InMail

Use list and website-based segments to push leads further down-funnel:

• Lead but not started app

• Started but not finished app

• Application page visitors

Example creative

Creative Best Practices

Sponsored Content

Use an eye-catching image with text overlay“A picture is worth a thousand words”

• Program and university information

• Value propositions, dates, application deadlines

• Still using eye catching imagery in the back ground

• Text Overlay

Make sure intro text complements the image

• Continue to describe the program

• Call out any value propositions

• Don’t forget a call to action

Top it off with a strong headline

• Longer or formal program name

• Call out any value propositions or call to actions i.e. Request Information if using a lead gen form

Best in class creative examples

Sponsored Messaging

Keep subject lines short and impactful

Best performing subject lines often use:

• Questions

• Include the program name

• A unique identifier about the program

Address your target audience directly To increase relevance:

• Customize the greeting with the member’s name

• Refer to their job title or company name

• Try using the word “you”

Give your message a unique and genuine voice • Keep copy short and

sweet (>1000 characters)

• Make sure to use a 300x250 banner

• Send and or sign the InMail from a real person