GPRS Higher Education Marketing Agency

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GPRS Higher Education Marketing Agency

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Insights from the Higher Ed Experts

BY Anthony Campisi | February 26th, 2022

Lincoln University “knocked the socks” off their enrollment goals

Challenge

Lincoln University is the nation’s first degree-granting Historically Black College and University (HBCU) located in the Philadelphia metropolitan area. Despite this unique distinction, Lincoln faced challenges with enrollment at the undergraduate and graduate level. The COVID-19 pandemic compounded an already tough situation for a small university trying to survive and remain relevant to today’s college student.

Solution

Lincoln hired us to be its agency of record and assist its leadership in developing and implementing enrollment marketing processes for the university. As the agency of record, we deliver our full portfolio of services to aid Lincoln in maintaining healthy and steady enrollment.

We started by performing an Enrollment Growth Assessment to define their ideal students and determine the key drivers in selecting Lincoln over another institution. We also examined why admitted students decided to enroll in other institutions, especially those that were not HBCUs. Our comprehensive report and recommendations became our action plan and the foundation of our partnership.

Among the various initiatives we completed over our first year together, there are three that stand out.

First, we worked with the Lincoln team to optimize its website and improve its ranking in search engine results. Performing SEO was an important and necessary step in ensuring that Lincoln was positioned to capture leads generated by digital marketing campaigns.

Secondly, we launched marketing campaigns, digital and traditional, focused on attracting African-American, college-bound students from Pennsylvania, New York, New Jersey, and Delaware.

Lastly, we developed a campaign to increase undergraduate enrollment yield, that is, the number of admitted undergraduate students that enroll and matriculate. Our creative team launched a “Lincoln Sock Campaign” where admitted students received one branded Lincoln University during a campus visit or via mail. They were informed that they would get the other sock when they arrive on campus for registration. This campaign created more excitement and anticipation during the first week on campus.

Lincoln University pennant


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YEAR AGENCY OF RECORD PARTNERSHIP

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SOCKS FOR EVERY ENROLLED FRESHMAN

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Insights from the Higher Ed Experts

BY Anthony Campisi | February 2nd, 2022

The University of South Alabama achieved success without breaking the bank and compromising quality

Challenge

The University of South Alabama needed help creating awareness and demand for its PhD program in business administration. Their initial investment in a digital campaign with a local vendor delivered only 63 leads over a 12 month period. Then, the COVID-19 pandemic struck, creating an economic crisis that increased uncertainty for higher education recruiting. Given these factors, coupled with a limited market of prospective PhD candidates, South Alabama had an immediate need for help improving their enrollment marketing efforts.

Solution

Working closely with the South Alabama PhD program, GPRS crafted marketing messages and designed ads focused on targeting and attracting the highest caliber, and most interested candidates. We selected the most promising platforms, determined the optimal timing, and identified affordable keywords to maximize the program’s visibility to its target audience in search engines, social networks, and digital media channels. Using our proprietary optimization platform, GP Insights™, as well as proven lead generation techniques, we were able to match the same 63 inquiries in just the first month, followed by 88 the second month. Within 6 months of our engagement, the qualified inquiry count had topped 400 qualified leads.

Results

Through careful research and planning, as well as micro-targeting, GPRS was able to deliver a 535% increase over the previous year’s results… and in half the time. More importantly, South Alabama received 81 applications from PhD candidates excited to join their program.

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YOY increase in PhD program inquiries

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Number of applications submitted in first 6 months

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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.

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STATE-OF-THE-ART CALL CENTER

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

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CONTACT

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

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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.

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