University of Providence Fall Enrollment - The Wendt Agency

University of Providence

University of Providence

Enrollment Campaign

The University of Providence in Great Falls, Montana, is a small liberal arts university looking to increase its enrollment and create overall awareness of the university. UP partnered with Wendt to launch a comprehensive digital marketing campaign to accomplish this. While certain tactics were designed to be higher up in the funnel to create awareness, the ultimate strategy was to bring prospective students lower in the funnel of decision making and get them to act by clicking to apply.  

TARGET AUDIENCE
The campaign was divided into two parts: one for the School of Health Professions (SHP) and one for the School of Liberal Arts and Sciences (SLAS) and each school had a specific target audience. SHP’s target audience was healthcare workers, Providence Healthcare employees, and students interested in going into nursing. SLAS’ target audience was prospective high school graduates, non-traditional students, and distance learning students.

OBJECTIVES
The main goal of the campaign was to develop leads and increase applications which, from the end goal, was to increase UP’s attendance.

CAMPAIGN INCLUDED

VIDEO    DIGITAL ADS    MOBILE    NATIVE CONTENT    SOCIAL MEDIA
STREAMING AUDIO / SPOTIFY

Enrollment Campaign

The University of Providence in Great Falls, Montana, is a small liberal arts university looking to increase its enrollment and create overall awareness of the university. UP partnered with Wendt to launch a comprehensive digital marketing campaign to accomplish this. While certain tactics were designed to be higher up in the funnel to create awareness, the ultimate strategy was to bring prospective students lower in the funnel of decision making and get them to act by clicking to apply.  

TARGET AUDIENCE
The campaign was divided into two parts: one for the School of Health Professions (SHP) and one for the School of Liberal Arts and Sciences (SLAS) and each school had a specific target audience. SHP’s target audience was healthcare workers, Providence Healthcare employees, and students interested in going into nursing. SLAS’ target audience was prospective high school graduates, non-traditional students, and distance learning students.

OBJECTIVES
The main goal of the campaign was to develop leads and increase applications which, from the end goal, was to increase UP’s attendance.

CAMPAIGN INCLUDED

VIDEO    DIGITAL ADS    MOBILE    NATIVE CONTENT    SOCIAL MEDIA
STREAMING AUDIO / SPOTIFY

  • VIDEO
  • DIGITAL ADS
  • MOBILE
  • NATIVE CONTENT
  • SOCIAL MEDIA
  • STREAMING AUDIO / SPOTIFY

Digital Ads

Challenges

Trying to grow attendance of a university during a pandemic has its challenges especially when a huge part of the campaign is targeting healthcare professionals who are currently overworked. Another challenge was the limitation of tracking the geo-fencing tactic. The way the technology currently works is we can track their first click to the website (2,584 clicks) but we are not able to see if the user then ever clicks the “Apply Now” button.

NATIVE PLACEMENTS

METHODS & STRATEGIES

From each of the two separate campaigns, a complex digital strategy was created using a wide range of tactics such as long form native content, geo-targeting, search, video, and social media. While certain tactics were designed to be higher up in the funnel and create awareness such as YouTube videos, the ultimate strategy was to bring prospective students lower in the funnel and get them to act and click on the “Apply Now” button.  

For the School of Health Professions, geo-targeting was used around healthcare campuses associated with the Providence Health Systems to push out messaging regarding tuition discounts and special programs to further healthcare professionals’ careers.  

Long form native content was used for both campaigns to better tell stories of students that have achieved great success by furthering their degree with programs from SHP or getting an undergraduate degree from SLAS. The native content was a useful tool for potential students to be able to see what it really is like to attend school at University of Providence.  

For the search part of the campaign, it was important that branded key words did not cannibalize the budget. To prevent this from not happening we created separate search budgets to keep branded keywords from eating up the budget too quickly.  

Million

Impressions

Delivered over 6.8 million impressions and drove close to 18,000 website visits.

0

conversions

The campaign drove 536 conversions to the “Apply Now” button. 

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