Graceland University
Driving enrollments with digital
Delivering unprecedented results during unprecedented times.
CHALLENGE
How can we outperform previous campaigns — in the middle of a pandemic — with new creative and smart media planning
SOLUTION
Identified and highlighted Graceland’s brand strengths
Before we could properly promote the school’s programs, we had to do our homework. We conducted a discovery of the brand’s strengths and equities by diving into Graceland’s history. We also analyzed past strategies and creative to learn from past performance. All that studying paid off and led to a sharp brief that informed creative.
Reflected the personality of today’s student
We took into account the modern student as it related to the handful of majors we were promoting. From nursing to business, seminary and beyond, we tailored our messaging to reflect the needs of our prospects.
Developed a highly efficient lead-generating plan
Using a calculated approach to media planning, we targeted specific interests and roles to ensure an efficient and effective campaign. We optimized landing pages in order to convert traffic, and ultimately drove an unprecedented level of leads.
Our creative direction increased click-through rate from 0.27% to 2.07%.
In turn, this led to a 72% decrease in cost per lead.
Our new creative was rooted in brand equities, modern consumer insights related to online learning — and the cultural context of COVID 19.
Paid social ads filled the funnel and also retargeted warm prospects, meeting where prospective students were at.
Let us know what you’re pushing towards. Get in touch for more information on our case studies or marketing framework resources.
Justin Watkins
CEO — Founder jwatkins@nativedigital.com