Example 3 – Anthem Education
Case study courtesy of www.podi.org.
Anthem Education provides training in the healthcare, business, technology, paralegal, and criminal justice fields. In total, they have over 30 campuses across the country and online.
Anthem’s marketing director noticed a dip in the number of students enrolling in programs with January start dates. So, the college set out to create a multichannel campaign that could:
Connect with prospects at different stages throughout the enrolment process.
Provide information on the closest campus to each prospect.
Drive students to apply for the January start date.
The Multichannel Marketing Approach
For this campaign, the student audience was split into different segments based on where they were in the sales funnel:
The type of communication they would receive depended on what segment they were part of.
Custom landing pages were also created based on the audience segment, the program the student was interested in, and which institution was closest to the student’s home. These landing pages featured a video relevant to the students’ interests and prompted them to fill out a contact form.
Based on their responses in the contact form, the appropriate member of the admissions team would reach out.
Thanks to their multichannel campaign, Anthem College was able to generate 69 responses and 37 enrolments. These might sound like low numbers, however, if you consider the cost of Anthem’s programs ($15,000 to $40,000), you’ll realize how significant the ROI really is.
All in all, the 37 enrolments equate to $550,000 to $1,480,000 in revenue!