GPRS Higher Education Marketing Agency

menu

GPRS Higher Education Marketing Agency

This website uses cookies
We use cookies to analyze website traffic and optimize your web experience. By accepting our use of cookies, your data will be aggregated with all other user data.

Ready to talk? We’re ready to listen. Get started.

Insights from the Higher Ed Experts

BY Techteam | June 21st, 2022

The TCU Neeley EMBA program used being ‘personal, connected, and real’ to leap forward in the global rankings

Challenge

The TCU Neeley EMBA Program was on the rise in the global and national rankings. Alumni engagement was at an all-time high and students enjoyed learning from the globally recognized faculty. Yet, the program experienced a dip in enrollment. Competition in the Texas market and among more recognized top-ranked programs proved to be fierce. Other programs had more staff resources and invested more in marketing. The program needed a cost-effective solution to maintain momentum and its personalized approach to recruiting EMBA candidates.

Solution

TCU Neeley leveraged persona development work to improve the admissions process and the student academic experience.

GPRS first completed an audit of the program, interviewing alumni and students, analyzing the pre-existing audience targeting, and reviewing the marketing strategy and digital tools the program was utilizing. GPRS applied the research results to form five personas, or profiles of different student types that represent the best fit for the TCU Neeley EMBA program.

With the personas in place, GPRS developed a segmented remarketing strategy across all paid media and social platforms to move leads into the inquiry phase of the funnel. Drip/nurture email campaigns were also employed and added to the touchpoint data captured in their Salesforce CRM platform. Multivariate tested ads addressed the themes that resonated best with each persona.

TCU was our first client to take the personas and incorporate them into their curriculum. Their objective was to ensure students received their expected ROI. To meet this objective, the program created different learning tracks for each persona in their leadership development course. Executive coaches were assigned that specialized in working with leaders in each persona to position the program to deliver the expected outcomes for its students.

Results

TCU Neeley Executive MBA Program increased the number of leads by 300% after three months of working with GPRS. In the second year, the EMBA program surpassed its diversity goals by enrolling a cohort with 31% female students and 50% of the class being from ethnically diverse backgrounds. In addition, the EMBA program ascended to #13 in The Economist global rankings and was rated #5 in program quality.

TCU pennant


0%

YOY increase in leads generated

0%

of the Class of 2022 was ethnically diverse

SHARE NOW:

Insights from the Higher Ed Experts

BY Techteam | June 20th, 2022

The Harbert College of Business at Auburn University scratched its way to steady enrollment during the pandemic

Challenge

Like many graduate business programs. the Harbert College of Business at Auburn University was faced with the daunting task of maintaining enrollment during the pandemic. To make the task even more challenging, Auburn had 3 graduate business programs — Real Estate Development, Executive MBA, and Physicians Executive MBA — that needed to sustain enrollment.

Solution

We have enjoyed a strong and long-standing partnership with the Harbert College of Business. Our history together positioned us well to tackle the challenge presented by the COVID-19 pandemic. We leveraged the following advantages:

  • We leveraged data collected over the first 5 years of our partnership to determine how we could adapt our marketing strategy in response to the changing marketplace
  • We understood the program and student needs well and thus empowered us to market the program as if we are part of the team
  • We helped Auburn improve the recruitment experience for prospective students and staff

Results

With these advantages and our experience in lead generation, we increased the number of leads for the three programs by 8%. These leads resulted in enrolled students that yielded $5.3M in revenue for the Harbert College of Business.

To maintain these outstanding results, Auburn has decided to use our curated library of Nurture Campaigns to engage leads generated by our digital marketing campaigns. The objective is to maintain contact with prospective students throughout the application process. In doing so, the prospective students are more informed and encouraged to continue the application process. Furthermore, the admissions team increases their reach and connections with prospective students without investing more time and resources.

Auburn University pennant


0

Number of years in partnership

$0.0M

Tuition revenue generated from GPRS leads

SHARE NOW:

Insights from the Higher Ed Experts

BY Techteam | June 19th, 2022

Baruch Zicklin School of Management Restores Confidence and Hope for the Future

Challenge

Baruch Zicklin School of Management suffered from lower enrollment in their graduate business programs. Market forces and increasing operating costs made their graduate programs a “luxury good” in the New York metropolitan area. As a result, profitability had become a challenge. Thus, the Baruch Zicklin leadership was faced with some tough decisions regarding the future of the struggling programs.

Solution

Baruch engaged us to get an unbiased, objective evaluation of their enrollment marketing and recruiting activities. We performed an Enrollment Growth Assessment to “diagnose” the cause of their enrollment issues. This service included in-depth interviews with key internal stakeholders — staff and faculty — and a working session to prioritize goals and ideal outcomes based upon the key findings from the interviews.

We delivered a comprehensive report to summarize the key findings and provide recommendations to address the enrollment challenges. The result was an action plan for the Baruch Zicklin team that restored their confidence.

“The Enrollment Growth Assessment helped us improve both our marketing and recruiting. The lead generation added leads back into the funnel and we planted the seed with stalled leads, moving them toward enrollment. The products and plans GPRS worked on crystallized our confidence to move forward on the right track. We felt validated, like we were headed in the right direction,” said Tricillia Jacob, Director of Administration & Operations of Executive Programs at Baruch Zicklin.

Baruch and GPRS forged a long-term partnership after completing the Enrollment Growth Assessment. Baruch has utilized various GPRS services to execute their enrollment marketing action plan. One of these services is our Call Center solution. This service augments Baruch’s admissions team by deploying GPRS resources and expertise to contact a) new leads, b) active applicants, or c) prospects that expressed interest in the past (i.e., “dormant leads”).

Results

Deploying the Call Center solution address one of the “blind spots” identified in the Enrollment Growth Assessment and positioned the Baruch admissions team to focus and be more efficient in meeting their enrollment goals.

Baruch pennant


0

Years of Partnership

0

Interviews Conducted

SHARE NOW:

Insights from the Higher Ed Experts

BY Techteam | May 29th, 2022

Salus University Delivers Healthy Enrollment Results

Challenge

Salus University is a private university in the Philadelphia metropolitan area that specializes in degree programs for health care professions. Salus was seeking solutions to attract professionals interested in pursuing careers in health care and needed the training provided their degree programs. They are also seeking candidates that wanted to attend a small institution that focuses solely on health care.

Solution

Salus engaged us to develop and implement an enrollment marketing strategy. We started by performing an Enrollment Growth Assessment to determine how to improve Salus’ marketing and recruiting processes. Thereafter, we identified 4 personas of prospective candidates that would be a fit for Salus’ programs. Each persona differed by the key driver of their interest in pursuing a career in health care. Creating campaigns and marketing messages focused on these drivers of interest were integral to the success of our campaigns.

As a result of the Enrollment Growth Assessment and Persona Development work, we changed the program positioning and modified the advertising to focus on the key drivers of interest among aspiring health care professionals.

Results

This approach had an immediate impact and delivered 871 qualified leads in the first five months of running the new campaigns. From a financial perspective, Salus realized a cost per click of 90 cents and a cost per lead of $163.47 — well below the higher education industry benchmark of $200.


0

Qualified leads in 5 months

$0.0%

Cost per Lead

SHARE NOW:

Insights from the Higher Ed Experts

BY Techteam | April 15th, 2022

The University of Arizona Eller College of Management enjoys rapid enrollment growth without breaking the bank

Challenge

The University of Arizona needed to increase awareness for its three existing MBA programs, while also launching a new online MBA program. Eller College leaders were concerned with the investment required to accomplish both objectives simultaneously. Moreover, there was also concern about how quickly a return on investment could be attained.

Solution

To generate awareness for the Eller MBA programs, GPRS utilized its proprietary Conversion Optimization Management (COM) process to create demand among interested professionals in the Arizona market. GPRS selected the appropriate media channels and types of advertisements (i.e., display ads or paid search) to connect with the target audience. We also designed the display advertisements to include content and images focused on motivating and engaging the desired prospective students. Using GPRS to do content development and lead generation ensured alignment and consistency in the messaging and execution of the campaigns.

To refine the campaigns and continue to improve the lead quality, GP Insights™ was deployed to determine the highest performing ads and media channels throughout the campaign. In doing so, we were able to optimize the Eller MBA media spend by investing in media channels and placing ads that were achieving the highest results.

Results

Using the combination of COM and GP Insights, we delivered a very healthy volume of pre-qualified leads to the Eller admissions team at a cost per lead (CPL) of $125 — well below the higher ed industry benchmark of $200. This cost savings accomplishment was surpassed by the success the admissions team had in converting these leads into enrolled students. 35% of enrolled students were identified through a GPRS campaign over two years resulting in $3.9M in tuition revenue and a 2,200% return on investment.

Arizona pennant


0%

Percentage of enrolled students generated by GPRS

0%

Return on investment

SHARE NOW:

Insights from the Higher Ed Experts

BY Techteam | March 26th, 2022

The University of Tennessee found the right channels to reach prospective students and reduce their advertising spend

Challenge

The University of Tennessee, Haslam College of Business needed support and expertise to market its growing portfolio of graduate business programs. The school sought out a partner that could help overcome the challenges of rapid growth, while simultaneously seizing the unique opportunities presented by each program.

Solution

GPRS led the development and execution of strategic, and highly targeted digital marketing campaigns for five unique graduate programs. They were:

  • Executive MBA – Healthcare Leadership
  • Executive MBA – Strategic Leadership
  • Executive MBA – Global Supply Chain
  • Physician Executive MBA
  • Professional MBA

We created persona-driven direct response ads and selected high performing online media channels to build the Haslam School brand, and target specific prospective candidates for each program. Our team optimized the performance of each campaign based upon analytics derived from our GP Insights™ platform, and evolving digital marketing best practices. Most importantly, the Haslam School leadership had real-time visibility into our progress, and collaborated with our team to determine next steps – based on insights and recommendations shared during our regularly scheduled meetings together. Furthermore, we enabled the UT admissions team to track progress across all five programs in one place; saving time and resources required to have clarity on progress toward their enrollment goals.

Results

Our campaigns turbo-charged qualified lead generation for Haslam’s graduate business programs. We delivered 200% growth in leads, month over month, due to improvements in audience targeting, advertising spend allocation and program-specific expert media planning.


0

Graduate business programs optimized

0%

Month over month growth in leads generated

SHARE NOW:

Insights from the Higher Ed Experts

BY Techteam | January 11th, 2022

The University of Pittsburgh wakes up dormant leads to boost enrollment

Challenge

Like many higher education institutions, the School of Business at the University of Pittsburgh has multiple graduate business programs. Each program has a large database of historical leads that have never turned into applicants or students. These aged records or “dormant leads” have been retained and marketed passively through ongoing CRM email campaigns. Yet, direct outreach is a challenge due to limited budgets, personnel, and the inability to make the volume of calls, per lead, necessary to actually connect with someone in this day and age.

Solution

To reactivate potential students for the Katz Graduate School of Business EMBA programs, GPRS recommended leveraging our Call Center. The contact center is state-of-the-art, and includes technology that enables real-time monitoring, as well as recording capabilities, to ensure that our team is always a consistent extension of our client’s recruiting and admissions departments.

After an in-depth analysis of the program’s dormant records, GPRS developed a comprehensive, outbound calling campaign with the goal of setting up one-to-one calls with the Program’s Director in hopes of moving the interested party further down the enrollment funnel. Additionally, the secondary goal was to update all of the contact records, and identify those who were still interested in the program and wanted more information but were not yet ready to commit to a meeting. Customized scripts were developed to accentuate the value proposition for the programs and a full range of Frequently Asked Questions were created for those who had immediate questions.

Results

Utilizing GPRS’ Contact Center Solution, the University of Pittsburgh, Katz Graduate School of Business was able to convert 22% of their dormant EMBA prospective student database into interested, and active appointments with the Program’s Director. Additionally, the EMBA program received qualitative data on each contacted lead, which enabled them to update their CRM records, as well as identifying “warm” prospects who were not yet ready to enroll, but were genuinely interested in joining a future cohort of the program.

University of Pittsburgh pennant


0

STATE-OF-THE-ART CALL CENTER

0%

PERCENTAGE OF DORMANT LEADS CONVERTED INTO ACTIVE APPOINTMENTS WITH EMBA PROGRAM DIRECTOR

SHARE NOW:

CONTACT

121 N. Main St., Suite 109
Souderton, PA 18964

FOLLOW GPRS

ABOUT GPRS

For over two decades, GPRS has been a trusted higher education marketing agency, offering custom solutions to institutions of all sizes and degree types. Admissions directors, marketing directors, deans, and presidents rely on GPRS to provide a depth of services, including strategy, lead generation, digital marketing, nurture communications, recruiting, and analytics.

© Copyright 2023. All rights reserved.
Privacy Policy