Florida Atlantic University’s Center for eLearning is responsible for overseeing all online courses offered by the institution. In addition to increasing awareness of online learning opportunities offered by the college, of its most crucial functions is securing enrollments for its online programs. These programs have achieved top rankings on both a state and national level.
When the Florida Atlantic University Center for eLearning approached our team, applications for its online programs were at an all-time low. The office was receiving only 10 leads per month, and just 34 percent of these leads chose to fill out an application. Understandably, the college’s enrollment rates were low as well, as only 3 percent of applicants selected Florida Atlantic as their online school of choice. The Center for eLearning knew something had to change, and sought out our expertise to help grow its leads, applications, and ultimately enrollments.
To help the FAU Center for eLearning boost awareness and increase qualified leads on a small budget, we launched a 5-month digital marketing campaign, "Learn @ the Speed of Life.” The campaign targeted three key groups who can most benefit from online learning: busy moms, parents and individuals who work late. Considering the target demographics, Facebook was chosen as the platform of choice for displaying the ads, Users were driven to three targeted landing pages depending on the group they belonged to. Organic social media posts were also incorporated on Facebook, Twitter and Instagram to expand the campaign’s reach.
The campaign proved to be a success, increasing leads by 1,800%. The Center for eLearning received 950 leads throughout the duration of our campaign, averaging 190 per month. We helped them manage this spike in interest by hiring an in-house sales manager for interested students. This addition was also a vital factor in application rates increasing by 1,235%, with 76% of interested students proceeding to this step. By the campaign’s completion, the influx of qualified leads lead to a enrollments growing by more than 10 times the initial number. Of the applicants during this time period, 31% were admitted to FAU, compared to just 3% prior to “Learn @ the Speed of Life.”