Driving online enrollment for UMass Dartmouth

University of Massachusetts Dartmouth’s division of Online and Continuing Education wanted assistance achieving aggressive enrollment goals while overcoming a market perception of lower quality. 5HD was chosen through a competitive bidding process to assist in marketing online master’s, bachelor’s and certificate programs.

 


Within six months, year over year online enrollment for existing courses increased by 34%.


 

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Goals

  • Achieve exponential online enrollment growth with no new courses
  • Reach program-specific niche audience
  • Improve brand affinity and recall throughout the Boston media market and New England states

Challenges

  • Overcome less than optimal public perception
  • Differentiate from other UMass system schools
  • Underutilized Google analytics
  • Outdated methods

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approach

  • Began a comprehensive digital campaign within six weeks of signed contract
  • Created and developed search engine marketing campaigns
  • Improved Google Analytics and account measurement strategy to provide clearer data for improved decision-making
  • Coordinated with multiple UMass departments to ensure accurate pixel placement
  • Leveraged search engine marketing and programmatic advertising to reach specific niche audiences in New England and key states across the country
  • Negotiated direct advertising contracts with Boston.com and Pandora to raise brand awareness and promote quality message
  • Integrated TV, print, and radio buys with online advertising all driving traffic to their website

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outcomes

  • Delivered over 30 million targeted brand impressions across desktop, tablet and mobile while integrating seamlessly with UMass Dartmouth’s traditional media efforts, re-purposing billboard creative and mirroring television advertising online
  • Increased Summer online enrollment by 18% and Fall online enrollment by 34% with no new course offerings
  • Identified need for dedicated landing pages, which we then designed and implemented