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Georgia Southern University
Driving enrolment success.
A top 10 ‘Best Hidden Gem Public University’ (U.S. News), with outstanding Division I athletics and a large, vibrant student community, GSU has a strong value proposition. However, the College of Arts and Humanities needed to better convey their unique offering to the right people, connecting with eligible prospects in more meaningful ways.
GSU College of Arts and Humanities partnered with Hybrid to do exactly that.
With Hybrid’s specialist technology and data-driven strategy, GSU were able to bring genuine innovation to their marketing activity, driving outstanding brand cut-through and return-on-investment.
Hybrid’s strategy focused on the following key pillars:
Effective audience mapping
Informed channel selection
Compelling, insight-led creative
Personalised remarketing
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With a shrinking prospect pool, colleges need to invest in inventive ways to increase market share. Through proprietary audience mapping tools, Hybrid employed predictive modelling to identify GSU’s high-yield audiences or ‘missed potential’. In conjunction with IPEDS, National Student Clearinghouse, US News and GSU CRM data, these tools produced accurate, high-return geo-targeting strategies for the College of Arts and Humanities.
With more universities upping their advertising spend and volume to compete for students, it’s vital every placement is intelligent and ROI-driven. Hybrid’s channel forecasting, testing and third party data analysis determined the most effective channels for different GSU demographics at particular moments in the recruitment cycle.
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In a saturated market-place, campaign creative needs to be dynamic, attention-grabbing and in touch with audience drivers. Our creatives developed content that communicated GSU’s message in more powerful ways. Our research showed that GSU humanities prospects were concerned about the ‘career utility’ of a degree — we rolled out design, video and messaging that showcased how GSU enables students to ‘harness’ their passion and utilise their creativity in fulfilling careers.
Personalised remarketing turns effective awareness campaigns into effective enrolment campaigns. Through data-led attribution modelling, UTM tagging and CRM integration we were able to remarket to prospects in relevant, personalised ways, guiding them from their first interaction through the recruitment funnel.
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Hybrid delivered outstanding levels of engagement and enrolment for Georgia Southern University College of Arts and Humanities, enabling them to outmanoeuvre regional enrolment challenges and exceed their marketing goals. We are continuing to work with Georgia Southern University to make them a market leader, using innovative digital marketing to expand their reach and drive success on a regional, national and international scale.