Solution

LMO implemented a comprehensive, data-driven marketing strategy that aligned each program’s target audiences and behavioral insights into efficient campaign groupings. This approach provided a streamlined solution to managing the numerous programs, and demonstrated LMO’s ability to handle complex campaigns. The strategy allowed similar programs and certificates to share landing pages while giving users the option to select the path that best fits their career goals. Real-time reporting and bi-weekly meetings enabled dynamic budget shifts and strategy refinements toward programs with the greatest enrollment needs.  

Strategic Budget Allocation & Audience Segmentation: LMO conducted an in-depth analysis of each program’s target audience to identify shared demographics and media behaviors. These insights enabled us to group campaigns into audience-based “buckets,” optimizing our upper-and-mid-funnel tactics that directed users to multi-program landing pages. Dedicated landing pages were maintained for paid search campaigns to capture high intent prospects.  

Digital and Social Media Optimization: For programs requiring greater visibility, LMO partnered with trusted media vendors for display, retargeting, native, and custom ad units. We also collaborated with professional associations aligned to specific graduate programs to drive awareness among qualified audiences. Social channels, such as Facebook, Instagram, Reddit, and Snapchat, were tested for mid-funnel engagement, while paid search remained the primary bottom-funnel driver.  

Performance Monitoring & Optimization: Through ongoing campaign analysis, bi-weekly check-ins, and real-time optimizations, LMO ensured consistent progress toward goals. GSEHD had access to a custom real-time dashboard displaying key KPIs, enabling data-driven decisions. This agile framework allowed for dynamic budget reallocations which boosted underperforming programs while scaling back on those exceeding internal goals.