Key Highlights
• Achieved record downloads of the Southern Methodist University (SMU) program white paper through email and display ads.
• Increased winter term enrollment by 400%, reaching full capacity.
• Established long-term success with full or near-full program enrollment.
Client: Southern Methodist University, 2015
Challenge: Low recruitment numbers for a new online adult education program.
Approach: Write an engaging, content-rich white paper; use as a lead magnet to gather prospective students contact information; market through various channels, including SMU’s website, email campaigns, and targeted online ads.
Outcomes:
• Record downloads of the white paper from the existing SMU list email and online display ads.
• A 400% increase in winter term enrollment, reaching capacity.
• Waitlisted students for the spring term, which also reached full capacity.
• The program ran successfully for years, consistently reaching full or near-full capacity.
• A 400% increase in winter term enrollment, reaching capacity.
• Waitlisted students for the spring term, which also reached full capacity.
• The program ran successfully for years, consistently reaching full or near-full capacity.
Testimonial
“Mary was a very informative and personable instructor in the SMU Advanced Web Design Certificate. She was knowledgeable, well-prepared, and thorough. She provided the right level of structure and detail for the course. She also offered a friendly, pleasant tone for class discussions.” — (student) Deanna Rogers, who now works in marketing and communications
