Competing in a crowded professional advancement space, UDM created micro multi-channel campaigns within the broader target DMAs for each program the client was looking to amplify.
Each program received its own media strategy leveraging different channels based on the profile of the target audience.
Umbrella connected with the college’s Salesforce back end to track the full path of travel from online advertising into the lead pool and onto applications. Refining media placements as data is aggregated, UDM maximized the efficiency of placements across channels and platforms.
Form fills are great, but qualified form fills that actually become applicants are the real gold for any College or University. To ensure that Umbrella drove high-quality leads more than previous digital efforts, we connected our comprehensive set of data tools to the client’s Salesforce CRM to help match leads sourced from online media to completed online applications.
Looking to plan ahead for the upcoming admissions budget, Umbrella was tasked with providing program-based recommendations for the media channels and content strategy. By marrying historical conversion data, Umbrellas Multi-Touch Conversion Data, and platform-specific content performance data; Umbrella is able to refine budget allocations to the series of channels that drove users from the top of the funnel down to the bottom of the funnel into leads and applications.