How Nightingale College Tripled Their Enrollment With Omni-Channel Strategy
-
2,750
Enrollments over 4 Years
-
142%
Increase in Organic Traffic
-
300%
Increase in Website Engagement
The challenge
Enroll more students into growing healthcare education programs; as a smaller institution competing against larger local universities, needed to build credibility and a reputable brand. 2020 distance-learning challenge; #1 goal to increase nursing applications.
The approach
Full-funnel, omni-channel strategy combining brand-building with hyper-targeted outreach: precision audience segmentation, tailored messaging, ad placements across digital and traditional platforms. Mapped student journey and online application process, analyzed competitors, website conversion recommendations, A/B tested creative and copy, leaned into 'remote' and 'online learning' messaging during COVID-19.
The results
Tripled enrollment; 142% increase in organic traffic; 300% increase in website engagement; 2,750 enrollments over 4 years. September 2020 marked highest number of new student starts in college history; January 2021 outpaced it and trend continued through 2021, forecasted for Jan 2022.
Every result, by the numbers
- 2,750Enrollments over 4 Years
- 142%Increase in Organic Traffic
- 300%Increase in Website Engagement
- 250 to over 3,000students enrolled, 2018 to 2022
- 1,100%Increase in Enrollment
- 3XMore Engagement with Website
What we used
- Omni-channel
- Audience segmentation
- A/B testing
- Website CRO
- Digital and traditional placements
- Omni-channel campaign
- Brand awareness
- Hyper-targeting prospective students
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