How the University of Utah Doubled Their Applications With Omni-Channel Strategy
-
100%
Increase in Applications
-
48%
Increase in Site Sessions
-
63%
Increase in Direct Traffic Conversions
The challenge
Increase admission applications by rooting brand presence in the mindshare of prospective students.
The approach
Four audience segments based on needs, interests and behavioral data; individualized campaigns per segment via an omni-channel strategy; later shifted to long-term brand equity with a Programmatic Display-centered plan.
The results
Fall 2016: applications doubled (100% increase) and site sessions grew 48%. Fall 2021: a Programmatic Display-centered plan coincided with a 63% increase in goal completions from direct traffic, and branded searches made up 40% of all search traffic.
Every result, by the numbers
- 63%Increase in Direct Traffic Conversions
- 48%Increase in Site Sessions
- 100%Increase in Applications
- 40%of all search traffic attributable to branded searches (Fall 2021)
What we used
- Programmatic Display
- Paid Social
- Paid Search
- Discovery/Gmail
- Audience segmentation
- Omni-channel
- 4 audience segmentations
- Omni-channel approach
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