CSUN CASE STUDY
Fill all seats for various educational programs
THE STRAIGHT LINE THINKING
Product – the finest higher-education programs
Strategy – reach the right students where they are
Dramatically increased enrollment
They needed to figure out whether to build out a wholly in-house marketing team or retain outside help. If they opted for an agency, how would they go about vetting out the right partner to meet their needs?
decided to measure HawkSEM against a digital marketing agency they’d worked with in the past to see which company could provide them with the best results.
We committed the time and attention to cutting out all the segments and parts of their program that didn’t work, and keeping the ones that did.
We continuously experimented on ad copy until we settled on a formula that worked, and worked well.
We opened up bidding to enhanced CPC when that became available, added a healthy list of negatives, applied negative locations, rolled out remarketing campaigns with new banners, and monitored everything regularly.
We only made modifications when the data gave us the green light to do so — all changes were justified.
During this trial period between HawkSEM and CSUN’s past agency, we were able to drive about 50% more leads on like-for-like programs, all at double the efficiency or half the CPA.
These results were achieved at the end of the 2-3 month trial period. We were in charge of a little under 10 programs that CSUN directly used as a basis of comparison against their legacy partner.
Today, CSUN has given us reins of their full digital marketing catalog. We continue to touch base regularly to coordinate the rollout of new programs and the closing of old ones.
Because their overall digital marketing plan involves a dynamic and constantly-changing number of programs with different budgets, timelines, goals, and nuances, working with CSUN is reminiscent of a complex team sport — and we relish the opportunity to work with such an esteemed institution.
Increased YoY SEM revenue
Almost doubled conversion rate
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