The Krannert School of Management at Purdue University contacted Lucid Agency just as our reputation in the education sector was gaining momentum. Krannert offers graduate management degrees in many areas of business: accounting, finance, human resources, marketing, economics, global supply chain, and business analytics and information management. They also offer a full range of MBA programs including a Full-Time traditional degree, a Weekend MBA for working professionals, an accelerated One-Year MBA, and a Global Executive MBA that sends its students to seven countries on four continents.
Krannert’s objectives were similar to many universities who have high-quality degree programs and want to attract the right fit for their school. They requested Lucid’s insight to develop a lead generation strategy for their graduate programs. We discussed their objectives, and after auditing their website and outreach programs, we were able to create a customized program that incorporates social media, paid search, display, and email campaign strategy.
In January 2014, we launched our initial project with a series of campaigns for the brand new One-Year MBA for STEM Professionals program to generate awareness and leads. Soon after launch, the campaigns gained traction and we took on the Weekend MBA and Full-Time MBA programs as well.
One of our main focus areas was to increase the number and quality of leads while decreasing their cost-per-lead. We accomplished this through an applied, comprehensive strategy of paid search campaigns, retargeted and display advertising, Gmail ads, and targeted LinkedIn ads. Using multiple channels in synchronization allowed us to drive potential students looking for specialized Master’s and MBA programs into conversion-focused landing pages and microsite pages.
The Lucid team successfully adapted and applied this comprehensive strategy to the Master’s in Human Resource Management, Master’s in Finance and Master’s in Accounting programs. We ran these programs and continued to update and adapt for the better part of a year, while we gained traction and continued to hone our skills in digital marketing for higher education.
Fast forward to August 2015, Lucid Agency was excited to win another contract with Krannert and take on additional Master’s programs and the Executive Education programs including the Executive MBA, IMM Global Executive MBA, and some of the professional development certificate programs.
Soon after, we unveiled and launched our new microsite, created to further increase Krannert’s conversion rates and focus programs on inbound acquisition and conversion optimization. This enables prospective students to interact with more Krannert information on the landing pages, and Krannert is able to follow-up with the qualified contacts that result from these interactions, ensuring that the brand is top-of-mind during the decision cycle.
How does this all shake out? Lucid still enjoys working with Krannert to promote their Master’s and Executive programs. While we are always looking ahead to what’s next, we are proud of what we have accomplished thus far.
percent decrease in overall cost-per-lead across all campaign platforms
percent conversion rate increase
percent decrease in Google Paid Search cost-per-lead
percent increase in LinkedIn Ads conversion rate
*All results are year-over-year.