Chamberlain University students were not progressing with their education and instead dropping our of their program before graduation. We had the opportunity to encourage students to return to finish their degrees by reaching out through paid social media advertising. However, the university was working with an external vendor that was expensive--the cost only allowed the paid social media efforts to reach approximately 10% of the total unregistered student audience. 

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The retention marketing team developed goals to decrease costs, scale their paid social media efforts to a larger audience, and provide consistent messaging with content that adhered to brand guidelines. Additionally, they wanted to increase the conversion rate. 

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The solution was to bring me onboard as a consultant/contractor to launch and manage paid social media efforts internally, which included strategy/campaign development as well as execution. We would A/B test our internal efforts with the previous agency to see if we could, at least, meet the same performance at a fraction of the cost.

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The audience was fixed, so I knew CPMs, CPCs, and other performance metrics would be higher than more traditional awareness campaigns.

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Overall results:

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• Achieved a 60%+ conversion rate - 25% above established benchmarks

• Cost Per Conversion beat all expectations and was below $6.00 - a cost savings of over 170%+

• Increased annual revenue approximately $3M due to cost reduction as well as scaling to larger audience

• 3M+ Impressions

• 120K+ Total Engagements

• 4% Total Engagement Rate

• Less than $8.00 Cost Per 1,000 Impressions (CPM)

• Less than $4.00 Cost Per Click (CPC) - Drove 4K students to custom landing page, which was a 73% improvement

• Average 0.15% Clickthrough Rate (CTR)​

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*All company-specific strategy and data elements have been averaged to avoid showing confidential, company-owned information