The University of Chicago needed to develop a marketing and recruitment campaign for their 2020 Summer Session, focusing on two main programs: Summer Business Scholars Program (SBSP) and their brand-new Financial Math Program.
Like many other schools, The University of Chicago faced unprecedented obstacles during their marketing outreach due to the COVID-19 pandemic. UChicago wanted to ensure that students could continue to access these foundational programs, but in a safe and reliable manner by transitioning these summer courses to online.
College Marketing Group worked quickly with UChicago to create a plan of action to fill 110 vacancies between the two programs.
First, College Marketing Group gathered data to rank the top 75 feeder schools likely to produce applicants for each academic program. Once the target list was finalized, CMG executed a series of email and programmatic banner ad campaigns for each summer program targeting these top feeder schools.
College Marketing Group launched a series of email campaigns with a unique target audience for each summer program, strategically timed over three months:
1. Summer Business Scholars Program (SBSP)
CMG created an seven-send email campaign that targeted over 88,000 first- and second-year students who were business majors at the top 75 feeder schools.
2. Financial Math Program
CMG created an seven-send email drip campaign that targeted over 110,000 freshmen and sophomores majoring in economics, statistics, computer science and mathematics at the top 75 feeder schools.
Next College Marketing Group created a digital online banner campaign targeting new student applicants and retargeting students from each email campaign. CMG used keyword and search term targeting to increase CTR throughout the campaigns.
Despite unprecedented obstacles, this campaign was a great success that included the following accomplishments:
To learn more about College Marketing Group’s services and how we can create a targeted digital campaign for your brand, get a quote today!
