The Future of Digital Advertising in Admissions Marketing. December 6, 2017

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1 The Future of Digital Advertising in Admissions Marketing December 6, 2017

2 2017 Proprietary and Confidential

3 Introductions Suzanne Sharp Executive Director, Enrollment Consulting Scott Mallen President, EMP Division Matt Baker Director, Analytics & Digital Services

4 Agenda Housekeeping Current digital strategies - Audience poll The future is now. why is digital important? Effective digital advertising - Targeted - Connected - Affordable How it all works Audience next steps Questions and answers 2017 Proprietary and Confidential 4

5 Opening Poll Question Describe your current digital strategy: (mark all that apply) We run general (branding) digital ads for the school (71%) We target specific prospective student groups with relevant digital ads (64%) Our digital ads are integrated within multi-channel outreach campaigns (47%) We have not been able to afford digital advertising (11%) We need to improve how we use digital ads for student recruitment (51%) 2017 Proprietary and Confidential 5

6 The Future is Now Digital Marketing: Targeted Connected Affordable 2017 Proprietary and Confidential 6

7 Future of Digital Ads in Admissions Marketing Outreach target:home 2017 Jr. Search Campaign Response Parent Nurture TARGET AUDIENCE Parents Traditional search Display Ad network Personalized On-demand Viewbook Immediate response Dean letter Variable Print Direct mailer Variable s target:social 300 % higher response rate Dynamic Landing Page Personalized Microsite PDF Download Parent Guide Nurture Text Nurture Student Marketing Platform Program Mailer 2017 Proprietary and Confidential

8 Why Digital is Key: GenZ on average spend half spend 75 % 85 % use Search Engines to find schools use social media to research new products hours per day on media hours per day online In 2015, students viewed over social media represents Engagement with schools rose $350million 20 % 200 % 62 % of education display ads of all internet usage on Instagram over past 2 years of parents submitted apps 2017 Proprietary and Confidential

9 Today s Digital Marketing Technologies Traditional Emerging Paid Search List Match PAID SEARCH AD LIST MATCH SOCIAL AD Social LOOK ALIKE AUDIENCES Look Alike Audiences General Display/ RETARGETING Website Remarketing ADDRESS MATCH IP Address Matching GEO- FENCING Geo-fencing MOBILE CONQUEST Mobile Targeting Identity Retargeting RETARGETING 2017 Proprietary and Confidential 9

10 Future of Digital Ads in Admissions Marketing Key Attributes: Targeted Connected Affordable Serve different, specific messages relevant to your separate target groups Integrate all other outreach channels with immediate, personalized response Only market to prospects who you want; Show true ROI with ad-to-enroll tracking 2017 Proprietary and Confidential 10

11 Targeted - Drive to Apply Campaign (example) In-State State: Georgia Entry Year: 2018 Stage: Inquiries Out of State State: not Georgia Entry Year: 2018 Stage: Inquiries Started Apps App: In Progress Entry Year: 2018 Stage: Inquiries 2017 Proprietary and Confidential

12 Connected - Another Channel of Your Campaign Print Instagram Display Response Facebook Snapchat Single data set to power all of your admissions marketing. Same creative in each channel Seamless student experience 2017 Proprietary and Confidential 12

13 Connected - Immediate Personalized Student Experience Digital Ads Connected Landing Pages Automatic Portal & Campaigns 2017 Proprietary and Confidential

14 Connected - The Power of a Marketing Platform Online PURL Enrollment Marketing Platform First Name Kayla Last Name Johnson Gender Female Digital Marketing Academic Program Interests Sport Science Dance Softball Printed Personalized Brochure Text Phone 2017 Proprietary and Confidential 14

15 Affordable - Focus Your Budget SAMPLE CAMPAIGN Goal: Drive Apps Before the Deadline Budget: $3,000 Website Traffic: 20,000 visitors TRADITIONAL REMARKETING Ads CTA: Learn More/Apply Audience: All 20,000 visitors Ads/visitor: 25 impressions 25 impressions Channels: General Display IDENTITY RETARGETING Ads CTA: Apply Now/Finish App Audience: 2,000 visitors (2018 Engaged Prospects, Inquiries & In-Progress Applicants) Ads/visitor: 250 impressions 250 impressions Social Channels: General Display, Social Staff/Faculty? Current Students? Engaged Prospects 902 Inquiries 780 Athletics? Website Visitors Prospective Prospective Students Students?? Alumni? In-Progress Apps Applicants non-2018 Students Proprietary and Confidential 15

16 Affordable - Ad-to-Enroll ROI Insights TRADITIONAL CAMPAIGN Ad Spend: $3,000 Impressions: 500,000 Clicks: 700 Conversions: 21 Applications:??? Accepts:??? Enrolled:??? ROI:??? TARGETED CAMPAIGN - TOTAL Ad Spend: $3,000 Impressions: 500,000 Clicks: 700 Conversions: 21 Applications: 7 Accepts: 5 Enrolled: 2 ROI: 467% = (2 x $7,000)/$3,000 General Display Ad Spend: $1,800 Impressions: 300,000 Clicks: 450 Conversions: 14 Applications: 5 Accepts: 3 Enrolled: 1 ROI: 350% Targeted Social Ad Spend: $1,200 Impressions: 200,000 Clicks: 250 Conversions: 7 Applications: 2 Accepts: 2 Enrolled: 1 ROI: 700% 2017 Proprietary and Confidential 16

17 Affordable - Comprehensive Campaigns Drive To Apply Campaign Personalized 6x9 Postcard $1.00 per student 10 s 95 Ad Impressions 2 Custom Landing Pages Online, trackable application 2017 Proprietary and Confidential 17

18 The Technology Behind our Campaigns target:home target:social target:place target:visitor 2017 Proprietary and Confidential

19 target:home - Addresses are good for more than just mail Reach your future students at home with digital ads on any device. SEARCH LIST TARGETING Targeted EMP Nurture PHONE PRINT Immediate Response TARGETED EMP NURTURE We match street addresses to their IP addresses to serve dynamic display ads. LANDING PAGE up to 85% match rates 2017 Proprietary and Confidential 19

20 target:place - Retargeting for geo-sites, without the pixels Target any address(es) to reach prospective students during and after their stay. VISITORS HOME NETWORKS TARGET THESE LOCATIONS AND MORE! Prospect Profiles VISITORS HOME NETWORKS BUSINESSES Targeted EMP Nurture Prospect Profiles VISITORS HOME NETWORKS SCHOOLS Prospect Profiles VISITORS HOME NETWORKS Prospect Profiles TARGETED EMP NURTURE Immediate Response CHURCHES LANDING PAGE CONVENTION CENTERS Plus, expand your ad reach to any other devices on their home or work networks 2017 Proprietary and Confidential 20

21 target:social - Connect with your students NATIVE CROSS-DEVICE ADS Reach your future students within social media platforms on any device. Prospect Profiles STUDENT MATCH PERSONA MATCH + EXPANDED AUDIENCE We also build audiences of other users with similar personas to our matched students. EMP TARGET LIST Prospect Profiles t Targeted EMP Nurture + EXPANDED AUDIENCE TARGETED EMP NURTURE Prospect Profiles We match social accounts Prospect based on Profilesads. EMP student data to serve dynamic 2017 Proprietary and Confidential + + Immediate Response EXPANDED AUDIENCE EXPANDED AUDIENCE LANDING PAGE 21

22 target:visitor - Retarget based on unique identity data EMP s script manager builds highly refined audiences based on live student metadata. Targeted EMP Nurture Immediate Response TARGETED EMP NURTURE WEB TRAFFIC DYNAMIC ADS LANDING PAGE Serve ads across 1000s of sites/apps to your website or EMP admissions portal visitors Proprietary and Confidential 22

23 Future of Digital Ads in Admissions Marketing Affordable Targeted Connected 2017 Proprietary and Confidential 23

24 The Complete Liaison Solution SOFTWARE SERVICES Marketing Platform Automated, targeted marketing to identify key audiences CRM Connect and engage with personalized marketing + Implementation & Support Maximize your solution through client support Campaign Creative Create targeted messaging every stage of the process Campaign Deployment Produce targeted, print, , text & digital campaigns 2017 Proprietary and Confidential 24

25 Closing Poll Question What is your highest priority now? (mark all that apply) Refocus ads to target specific prospective student groups (38%) Connect digital ads to existing multi-channel outreach campaigns (36%) Explore affordable options to incorporate emerging digital ad techniques (46%) Learn more about complete multi-channel campaign solutions (59%) 2017 Proprietary and Confidential 25

26 How is your digital strategy? Watch your for a special offer.

27 Thank You! Questions? Suzanne Sharp Executive Director, Enrollment Consulting Scott Mallen President, EMP Division Matt Baker Director, Analytics & Digital Services