What's That Mean?
What's the term for when someone completes a desired action that advances them along the enrollment journey? (I.E. Filling out a form)
Conversion
This is the blueprint or roadmap for any campaign provided to us by New Path
What do we do after we've completed our creative and everything is packaged together
Send it to New Path
Basically, metrics tell us if ...
our current marketing strategy is working.
What does BONUS stand for?
Bryan Online Nontraditional Undergraduate Student
A standalone webpage specifically designed to receive traffic from a marketing campaign and encourage visitors to take a specific action, or conversion.
Landing Page
After we gather knowledge from recruitment teams, we organize it into categories or
Buckets
This style of Meta ad was new to our rotation this year and performed really well
Carousel ads
CPC stands for
Cost Per Click
What are the three phases of the marketing funnel?
Awareness, prospecting and nurturing
Someone who is someone who has visited our site, or we may have information on in Slate
Lead
You've figured out your budget. What's the next step?
Determine messaging
A good ad does these three things
Gets attention (scroll stopping), creates interest, drives action
The percentage of visitors on your site who complete the desired action
Conversion Rate
At our mid-campaign check-in, New Path tells us how our ads are performing and we need any of these
More serious than a lead. Someone who has raised their hand, requested more info or filled out a form
Inquiry
We typically run graduate and undergraduate ads in these demographics/locations
Greensboro, Raleigh/Durham, Charlotte
Career advancement or salary increases are examples of
Clear value propositions
What are three things we learn at campaign debriefs with New Path l
What worked
What didn't work
How we can improve
What's the main goal for our digital ad campaigns?
Drive enrollment for graduate and undergraduate programs
A small piece of tracking code added to the end of a URL that helps marketers identify where website traffic is coming from and how users interact with campaigns.
What's one thing to consider when planning the timeline of any campaign, but especially undergraduate/BONUS?
Application Deadlines
The kind of creative we run (what platforms) depends on:
What's the best value for our desired target audience or demographic.
These three metrics are found in Slate reporting
Lead volume, web/digital leads, application volume (submitted apps)
What does UTM stand for?
Urchin Tracking Module