Persona geotargeting to improve lead-gen campaigns

The Gist

• Achieved over 4,200 program leads and nearly 500 applicants in the first year, setting all-time records for online programs.

• Implemented targeted marketing focused on key national locations and persona-based messaging, resulting in significantly improved lead quality.

• Achieved a remarkable 2X growth in the lead-to-applicant rate for online offerings compared to the previous year.

• Successfully reduced the cost-per-lead by 44% and cost-per-enrollment by nearly 28% over the same time period.

Background

A for-profit university decided to elevate its online offerings into a distinct brand. However, this endeavor presented a unique challenge due to the fiercely competitive nature of the online education industry, necessitating a calculated approach to marketing within budgetary constraints. This case study delves into the detailed strategies and tactics employed to address this challenge successfully.

Execution

To maximize our budget, I began by examining the nationwide performance of the client’s online programs. I delved into years of inquiry, application, and enrollment data for each online program, mapping out the top-performing states and zip codes. This analysis revealed the best-performing areas in terms of volume, conversion efficiency, student retention, and revenue, all the way down to specific zip codes. This information was then organized into bulk sheets, enabling me to efficiently set up campaign targeting for our Paid Advertising efforts.

I selected paid search, display remarketing, and Facebook lead-gen ads due to their zip code-level targeting capabilities and precise audience reach. Given our budget constraints, competing on a national scale across broad concepts was not viable. Instead, I focused on priority programs and developed personas based on historical enrollment data to identify the ideal student’s interests, demographics, and behaviors. These personas served as the foundation for creating custom affinity audiences for Google display campaigns and individual ad set audiences on Facebook.

For paid search, my strategy centered on leveraging branded keywords, program-specific terms, competitor conquesting, and search remarketing in the highest-performing geographic areas. This approach allowed me to make the most of our budget and drive results effectively.

Results

This approach generated over 4,200 program leads and almost 500 applicants in the first year, marking all-time highs for the online programs. By concentrating on specific national locations and tailoring targeting and messaging based on personas, we significantly enhanced lead quality. The client experienced a 2X growth in the lead-to-applicant rate for their online offerings compared to the previous year. Additionally, we achieved a remarkable 44% reduction in cost-per-lead and a nearly 28% reduction in cost-per-enrollment over the same time frame.

Takeaways

• Leveraging 1st-Party data is important for setting campaigns up for success.

• Segmenting your audience based on key demographics can help speak to each persona better.