Introduction

In the world proliferated with online master’s degrees, making an “In-person”
program standout is incredibly difficult.

Two years after launching the Master’s in Entrepreneurship & Design degree, University of Delaware approached K&J to help generate interest and leads for their MS program that focuses on entrepreneurship, a space where students tend to be prefer “learning by doing”.

Actions Taken

To combat the competitive landscape, K&J developed and tested 10+ custom
audiences, ranging from email lists, to lookalike audiences, past students and
competing local school’s undergraduates.After reviewing performance by
audience, offer / call to action, creative combination and more – the team found an audience combination that reduced cost per lead by 78%+ from $47.75 to $10.68 today and doubled lead volume to the highest ever for UD Horn.

The multi-stage marketing funnel developed caters to every stage of the customer journey: Awareness,Engagement and Conversion. Using 15s video ads for generating interest, we retargeted all who watched with a PDF download, just like this one. Followed up by an automated nurturing campaign with advisor/human touch-points at beginning, middle and end.

Then automated the whole marketing program, so now to grow leads UD simply increases ad budget.