Marketing often serves as a prospect's initial introduction to an online program, playing a key role in driving enrollment growth. IU Online marketing combines vended and internal web, social, and print tactics that provide information and urge prospects to enroll.
In 2020, the OOE marketing budget was significantly impacted by the elimination of the distance education fee by the core campuses. As a result, we focused more on lead generation tactics and less on brand awareness tactics. The lead generation tactics increased the number of page views; the reduction in awareness tactics decreased the overall number of web sessions and contacts. This strategic pivot, paired with enhanced recruitment efforts, resulted in an overall increase in applications and enrollments.
Campaigns and Outreach
In addition to the digital marketing campaigns conducted by EchoPoint Media, OOE:
- Conducted a virtual marketing workshop in collaboration with IU Studios to provide insights for targeted marketing and enhanced web presence.
- Implemented enhanced retargeting outreach to prospects, applicants, and admitted students who did not enroll in their intended semester.
- Deployed an email campaign to stop-out students universitywide encouraging re-enrollment.
- Instituted the first out-of-state campaign to recruit teachers needing to fulfill Higher Learning Commission requirements in order to teach dual-credit courses.
- Successfully promoted the Continuing the Conversation webinars for the fourth consecutive spring semester.
- Produced valuable communications and assets, including:
- IU Online newsletters
- A weekly communications and social media digest
- One-page summaries for all collaborative degree programs
- Social media posts
- Infographics, depicting the OOE budget, commencement numbers, census data, student satisfaction, survey results, and IU Expand
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