As a preeminent law school in downtown Oklahoma City, OCU Law offers a variety of degree programs to attract the best and brightest prospective students. We formed our campaign based on the following insights:
1. Higher education institutions have adopted digital marketing tactics to drive interest and applications.
2. Researching and applying to law school is also an inherently long process for prospective students.
In order to compete and remain top of mind throughout a prospective student’s decision-making and application process, we implemented a full-funnel marketing tactic approach.
Objective
Increase law student enrollment leads by 25% year over year.
Based on what we knew, we needed to leverage our campaign to meet students where they were in all the phases of the school selection journey, from awareness to scheduling a tour.
"We discovered that our Paid Search campaign performed far better while being supported by Digital Display and Video. This altered our strategy for the better."
Strategy, Tactics and Other Nitty Gritty
We crafted our strategy to meet these student needs:
We educated prospective students on OCU Law’s variety of degree programs and the unique advantages of each program.
We saw a higher number of conversions with our Paid Search campaign while the other tactics were running alongside it. We used a combination of digital and social tactics for this campaign including Paid Search, Display, TrueView for Action and Facebook Click Ads.
OUTCOMES
The results? More students were requesting tours, information, calling and applying to OCU Law School than the year before. While our objective was to increase conversions by 25%, we more than doubled that metric with an 87% increase in conversions.
