CASE STUDY

Howard University

PROJECT

Digital Advertising to Increase Graduate Enrollment

SERVICES

Program launch, media planning, buying, and promotion.

Details

Howard University is renowned for its commitment to academic excellence and producing influential leaders. They sought to promote three of their newer graduate programs: Master of Accountancy, Master of Science in Finance, and Master of Business Administration.

The University faced challenges increasing visibility and attracting potential students to these programs, especially amidst the competitive landscape of higher education.

Process

Goldiata partnered with Howard University to develop a digital advertising campaign aimed at boosting awareness and enrollment for their graduate programs.

Market Research and Audience Segmentation

Our team began by conducting an audit of Howard University’s student data, previous marketing materials, and performing additional market research. This research revealed several key audience segments, including people with military backgrounds, working professionals looking to advance their careers, and parents looking to go back to school – all of which were common among Howard’s graduate students.

Digital Advertising

We utilized Meta Ads to target our key audience segments. Key actions included:

Concept Development: Created engaging ad concepts tailored to resonate with the identified audience segments.

Targeted Campaigns: Launched targeted campaigns focusing on the DMV (District of Columbia, Maryland, Virginia) area, as well as other key locations identified during the research phase.

Microsite Development: Creating an online hub that was optimized for conversions in order to maximize the impact of our campaign.

Ongoing Optimizations: Ensured optimal ad placements and continuously monitored performance to make necessary adjustments for maximizing reach and engagement.

Performance Tracking and Optimization

Prior to starting the advertising portion of the campaign, we implemented tracking mechanisms to measure the effectiveness of our efforts. This included:

UTM Codes and Google Tag Manager: Utilized UTM codes and Google Tag Manager to track user interactions and conversions accurately.

Bi-Weekly Reports: Provided bi-weekly performance reports to the client detailing key metrics such as impressions, clicks, and form submissions.

Ongoing Optimization: Continuously optimized the campaign based on the data to enhance results and achieve campaign objectives.

Impact

The campaign yielded several positive outcomes, effectively increasing visibility and attracting prospective students.

By partnering with Goldiata, Howard University successfully increased interest and applications to their graduate programs, furthering their mission of academic excellence and leadership development.