Objective
The University of Chicago’s Graham School of Professional Studies chose 5 Horizons to help drive enrollment for a new graduate program, the Master of Science in Biomedical Informatics. 5 Horizons had four months before classes began to fill the first 15-student cohort.
Our team immediately set out to attract applicants for the new program, encourage application completion, and implement a measurement structure to demonstrate ROI and allow for campaign optimization.
Action
The 5 Horizons team had a very short timeline to fill the cohort, an incredibly tight budget, a limited ability to track leads, and a very focused potential-applicant pool. A measurement structure was created immediately to begin tracking the metrics of Google AdWords, programmatic advertising, and Facebook ads.
Our team worked closely with the University of Chicago’s team to put events in place to attribute leads back to individual media channels, ad groups, and keywords. By improving the Google analytics account management, we were able to provide more data for better decision-making. Throughout the process, we optimized campaign efforts with weekly adjustments in order to maximize ROI.
Outcome
Our campaigns delivered 49 inquiries, 32 applications started, and 24 applications completed in just 4 months, leading to a full first class and a full prospect pool for the following fall. We provided the University of Chicago with:
- A sustainable measurement structure in place for future campaigns
- A total of 56 new leads from programmatic ads; 18 inquiries and 22 applications from AdWords; and 31 inquiries, with 41 proceeding to the application, through Facebook ads
- An exceeded goal and an application funnel primed for subsequent enrollment periods
