BY Anthony Campisi | November 29th, 2021

Data makes decisions less difficult

One of the biggest questions universities have about their marketing is related to its effectiveness. How do you know if your marketing spend is making a difference? And while your program may be using common tracking methods like a CRM and data points like website performance, yield metrics, and click-through rates, you may be wondering how to piece everything together to give your team an overall performance picture. We’ve compiled a roundup of past articles that showcase different ways to evaluate data, report on ROI, and make decisions using data.

Finding ways to evaluate last year’s marketing effectiveness

Marketing and recruiting success is typically evaluated in black and white terms: Did you meet your enrollment goals? What was your cost-per-seated student? How did digital advertising fare in terms of CPL? Although using a tracking method to evaluate these benchmarks at key points during the year can certainly give you a window into how well your plan worked, it’s also important to look at the results in context. And in terms of planning for the future, this may be the time to create new benchmarks that are adjustable to the market and your prospective students’ needs. Here are a few ways to find meaning in your data from the past year. Learn more in our blog, Finding ways to evaluate last year’s marketing effectiveness.

Metrics matter when you’re making decisions

During a time when resources are limited – time, money and people – it’s important to focus your efforts on clear measurable strategies and tactics that will give you a solid return on your investment. While one of the most common key metrics to gauge success starts at the top of the funnel and follows them down to seated students, there are other areas to be aware of including engagement and event attendance. In order to make decisions about your next round of spending, you’ll want to take a holistic approach to data evaluation. Learn more in our blog, Metrics matter when you’re making decisions.

Data-driven marketing: It’s not as complex as you think

Are you intimidated by the term data-driven marketing? It’s not as daunting as it sounds. If you’re not used to working with statistics, crunching numbers, or harnessing large amounts of information, there are simple ways to use data as a powerful resource to help you make informed marketing decisions. Here are some simple ways to start using the info you have to strengthen your marketing campaigns, regardless of your comfort with data visualization tools. Learn more in our blog, Data-driven marketing: It’s not as complex as you think.

Ways to track your marketing spend, optimize your campaigns and find an ROI for your graduate student recruitment campaigns

If you’re not sure if your recent spike or dip in interest, leads, or applicants is related to your advertising, the competition, the economy, or something else, you’re not alone. Gauging ups and downs in your funnel can be difficult and often cryptic. Assuming that your marketing campaign is based on a sound strategy and tied to your enrollment goals, the next most important thing you can do related to your spending is to track it carefully so you can use data to optimize your campaigns for greater success. But how do you get started? Learn more in our blog, Ways to track your marketing spend, optimize your campaigns, and find an ROI for your graduate student recruitment campaigns.

If you’re looking for an agency that is well-versed in digital campaign planning, set-up, tracking, and real-time optimizations, GPRS is your partner. Our proprietary lead optimization platform, GP Insights™, shows your real-time campaign data and can even display industry benchmark data showing how your peers and competition are trending. We can help you collect data on ROI and evaluate it so you can make sound decisions about your marketing strategy. Give us a call and we’ll be happy to give you a demo.

BY Anthony Campisi | November 16th, 2021

Tailoring your messaging to your prospects’ career goals

In a recent GMAC research survey, prospective students outlined their top reasons for pursuing an MBA. Not surprisingly, getting a raise and advancing in title showed up at the top of the list. Among other goals for prospects were obtaining management experience and a global business mindset. So how — as a marketer — do you find ways to connect the dots between their aspirations and what your program offers? Saying it is one thing but showing it may be even more powerful. Read on for some tips to address common outcomes prospects are seeking.

Image source: mba.com Prospective Students Survey. GMAC.com/research. Data collected between Jan-Jun, 2021

Management experience

While your curriculum and course summaries may be listed online, schools can win big by showcasing the type of management experience students will gain by giving real examples. This can be done by highlighting:

• Client projects where students will function as a leader on a cross-functional team
• Presentations to entrepreneurs, business leaders and classmates
• Case studies evaluating and solving real business challenges
• Competitions among student groups aimed at creating business plans or launching a company
• Clubs that allow students to lead in an arena of their own interest

Getting a raise

When students are evaluating their career trajectory, they may start by looking at the salary they’d like to make. Some may be seeking a steady increase in salary with a gradual and more traditional climb up the corporate ladder, while others may desire a large jump with an accompanying industry or functional role jump. For schools, outcomes data is often trended over a longer period of time. And although you may not be able to promise an immediate salary jump, it’s important to show upward trends. You can do this through:

• Including salary reporting data on your website and in communications
• Reporting on how your school compares to peer schools or national trends
• Highlighting the ROI story and how quickly students recouped their investment in their advanced degree

Obtaining a promotion or management role

Whether prospects’ goals are to move up the corporate ladder in their chosen field, or to switch industries altogether, they may see an MBA as the key that can open up their next set of doors. Finding a way to position your program as their partner along the journey to a rewarding promotion or management role is key. You can show the value of your program through the lens of career growth by:

• Sharing alumni testimonials that highlight career movement
• Reinforcing that an MBA offers a crash course in speaking the “language of business”
• Showing how broadening your perspective can gain you a seat at the table where decisions are being made
• Including promotion data on your website and in communications

Global immersion

Whether it’s working outside the country or collaborating across borders, prospects who aspire to a global career are looking for valuable and unique experiences that immerse them in different cultures. It’s important to outline what your global curriculum looks like to help prospects make decisions during the admissions process. To differentiate your program in a sea of programs offering a global mindset, try:

• Highlighting the student experience through photo galleries and videos
• Profiling what a diverse work group looks like from a geographic and industry view
• Detailing what an international immersion might look like through a “day in the life”
• Outlining what a global work study or exchange program might look like
• Showcasing trips and explaining what will happen on each one

As you are developing your communications plan, it’s important to consider the key outcomes your prospects are seeking. Focusing on what success looks like for them will help you craft a message that is actionable and relatable, ultimately encouraging inquiry. Having a trusted partner by your side can help you develop a targeted communications plan. GPRS has worked with many schools to create, deploy and optimize their marketing and recruiting campaigns. Start the conversation today.