CASE STUDY
Umbrella Increases Qualified Leads & Applications for Philadelphia-based University
UDM's use of data to inform media decisions helps increase application volume and lower cost in an uber competitive educational market
Spend
1.2M
Lead Submissions
4K
Application Submissions
315
Channels Deployed
Working Adult Programs Fuel Applicant Growth
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.
Channels Deployed
Executive Summary
- Undergraduate CPL decreased by over $200 per lead
- Integrated a Twitch paid content strategy to reach active streamers in the target geographies – expanding the clients’ reach into new media while effectively lowering mid-funnel leads.
- Added in TikTok increasing top of funnel engagement and brand views.
- MBA Program CPL decreased by over $500 per lead
Integrating with SalesForce
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.
- Umbrella Connects Google Floodlight Event Tags Throughout the College Page and technical back end
- Umbrella’s Unified Reporting helps track online users across platforms and the client site to show full Multi-Touch Attribution
- Umbrella’s Data Products connect to Salesforces API to automatically ingest, analyze and match lead and application data to quantify how many leads become applicants without any manual work from our client.
Data Driving Decision Making
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.
Topline Metrics
1.2M
Spend
4K
Lead submissions
315
Aplication submissions
Channels Deployed
