Indiana University Online
A case for generating leads.
It’s not easy being a relatively new player in the growing online education category. Recognizing the need to build overall brand awareness and generate leads, Indiana University Online consolidated media strategy and execution under one roof with EchoPoint.
Our team created an omni-channel digital media campaign focused on reaching the audience across all funnel stages. Digital tactics like streaming audio, paid social and high impact display were used to build brand awareness. Millward Brown executed a brand study to measure lift in awareness and additional key brand metrics. To drive leads in the lower end of the funnel, we focused on highly targeted and efficient channels including programmatic display, geo-fencing, LinkedIn and paid search. Across Facebook and Instagram, we deployed lead ads to seamlessly capture inquiries while keeping users within the platforms.
Success! Within the first two months of the campaign, EchoPoint drove more paid RFI submissions than the total from the prior year. Our full-funnel media campaign helped IU Online meet all of their annual goals, and brand awareness increased 6%—exceeding education category benchmarks. In months when the campaign was live, paid media drove 58% of all website visits. Perhaps most importantly, we significantly increased year-over-year new-student lead generation. By the end of the campaign, our efforts drove nearly 30% of all 2018 RFI submissions.