Arizona State University needed to promote its new online high school. Digital marketing was the right medium to reach their target audience, but early campaigns produced a lot of junk leads, with few real students. There was no visibility into what was happening at each stage of the customer journey, so there was no way to know which ads were really working. On top of that, most leads were not being nurtured, so eventually, they turned cold and disappeared.
ONE12th and Knight Agency teamed up with ASU Prep Digital to design and develop an Automated Marketing Platform. This included a System of Intelligence (SOI) that tracked and managed all the lead activity data at every stage of the customer journey and a System of Engagement (SOE) that personalized and automated marketing communications based on the user data.
Created an automated customized drip email campaign to nurture leads. These emails based on characteristics helped leads progress through the sales funnel toward enrollment without direct contact from an admissions advisor.
Using customer behavior we utilized data to optimize our digital marketing tactics at each stage of the funnel. This allowed us to lower our cost-per-lead and cost-per-conversion, plus efficiently test a variety of audiences, messages, images, formats and CTAs (call-to-action).
We developed unique landing pages for each campaign tactic so we could collect detailed information about user activity, motivation, interest and prior online school experience. We developed custom data integrations between Salesforce, Pardot, Bocavox and the internal student tracking systems.
We could measure which ads had
the highest click rates. There was no way to attribute leads to campaigns and sources beyond the first stage of the funnel.
Arizona State University Marketing SystemChallengeArizona State University needed to promote its new online high school. Digital marketing was the right medium to reach their target audience, but early campaigns produced a lot of junk leads, with few real students....