The School of Journalism and Communication in Portland is a branch of University of Oregon that offers cutting edge masters programs for working professionals.
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Increase in website conversion rate
Requests for more information
Program applications started
Impressions
Interactions - including video engagement
Conversions
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Conversion rate in Search
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Problem
SOJC was striving to meet their enrollment caps with ideal candidates for their two Master’s programs offered in Portland. These programs are scheduled to be ideal for working professionals who need weekend or night time classes. They had a limited budget and needed to reach a very specific audience, with the goal of generating qualified leads to fill their classes. They had experimented with PPC marketing internally but were not seeing this investment turn into program applications.
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Solution
After developing clear personas for who their ideal prospective students are we created compelling campaigns for each specific program that contained ad sets aimed at users at different parts of the conversion funnel, with various desired actions for each stage, geared towards finally completing a program application. We paid special attention to location targeting for our ads to ensure we we are only advertising to people currently in the Portland Metro area or who are looking for programs in Portland.
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Results
Last year they filled both programs completely with highly qualified applicants before their open enrollment date had even come to pass. Students who did not get in last year, or who had not completed applications in time became excellent lead sources for their 2018 programs.
