Work // Showcase // Loyola University Chicago

Share |
Loyola University Chicago

Services Utilized

  • Digital Content Development
  • Email Marketing
  • Online Display Advertising
  • Rich Media
  • Search Engine Marketing
  • Web Analytics

Campaign Objective

  • Increase attendance for Loyola continuing education program open houses

Tactical Approach

  • After several campaigns with lower than anticipated lead generation for the individual school open houses, we discovered that a significant number of prospects were bouncing from the landing page once redirected from a search or banner ad
  • We created synergy and direction starting with the banner ad which allowed the prospect to select from a drop down menu which program was of interest and then directing them to a specific landing page for that program with limited options to learn more or sign up

Results

  • Dramatic increase in both traffic and conversions (over 1000%), decrease in the overall cost per conversion (over 60% decrease)
Each year our performance indicators improve and largely that is due to Fuor's excellent customer service and their dedication to helping clients meet desired end goals.

Nicole O'Connell, Director of Marketing, Loyola University

Related Resources

Research Briefs:

Reaching Higher Education Prospects Through Digital Media

By: Jamie Goeking

Digital media has changed the way higher education is finding, attracting and keeping in touch with students. In this digital media research brief, we explore what little research exists about reaching higher education prospects through digital media.

Research Briefs:

Behavioral Targeting: A Cause for Privacy Concern?

By: Abigail DiFazio and Patrick Walsh

Advertisers are able to reach consumers with the most relevant information possible through behavioral targeting techniques that use "cookies". The misconception of what information is gathered through cookies and how it is then used by advertisers has resulted in government involvement. This research brief illuminates what personal information is collected from consumers and how it is used in behavioral targeting.

Articles:

The Challenge of Metrics in Digital Marketing

By: Jacques Bughin, Amy Guggenheim Shenkan, and Marc Singer of McKinsey

This McKinsey Quarterly study examines the challenge of measurement that the digital media marketing industry is currently struggling with. Free Registration Required.