Client List & Portfolio
Teachers College, Columbia Univ.
Strategic Marketing & Promotion
In Summary
The Outcomes
- customized online variable data publication (VDP) brochure system
- interactive course catalog CD-ROM
- online & search engine marketing
- lead generation landing pages for academic programs
- pay-per-click online banner advertisements
- email marketing campaigns
- print collateral and direct mail pieces
- promotional video entitled “The Faces of Teachers College”
The Numbers
- 6,500+ unique visits during the first 3 months
- 12,000+ unique inquiries during the first year
- 834,452 impressions from Google and Yahoo! ads with a 0.78% click-through rate
- 365 new prospective student inquiries with 5.60% conversion rate
- 30% of prospects cite online ad as first contact
- 30% of prospects indicate direct mail as first contact
Client Background & Needs
Teachers College, Columbia University is an institution with a rich and distinguished record in the field of education and is one of the leading schools of education in the country, if not the world, embracing three fields: education, psychology and health. In previous years, Teachers College marketed its programs to prospective students using a traditional mass-marketing approach, sending comprehensive brochures and media to all interested parties. Additionally, the institution was long overdue in developing a strategic web presence toward enhancing its overall admissions and recruitment efforts.
Lacking a flexible communications system that would both showcase its diverse academic offerings and speak effectively to a fractured audience, Teachers College subsequently found itself in a marketing bind. Inundated by irrelevant information, prospective students became confused when attempting to select a program that fit their specific needs. Moreover, the deficiency of a cohesive online and offline marketing approach would force the College to reevaluate its business objectives. In need of assembling a cost-effective campaign strategy that would eliminate student confusion, the academic institution sought to expand its reach to an ever-changing audience while strengthening the Teachers College brand across all mediums.
EMG Approach & Solution
To meet Teachers College's marketing goals, EMG launched a highly personal and uniquely adaptable personalized media campaign. Using traditional methods such as direct mail, EMG directed prospective students to a Variable Data Publication (VDP) brochure media application powered by a custom-developed online form and database and a digital press powered by XMPIE. Based on student input on criteria such as programs of interest, the VDP solutions pulls together relevant information and creates a customized brochure according to the prospective students’ interests. Within the online arena, EMG used digital methods including email, banner advertising and single landing pages – all seamlessly integrated with the institution’s fully functional, personalized VDP system – to support the graduate and professional school of education’s enrollment efforts.
In conjunction to the lead generation web presence developed for Teachers College, EMG strategically managed a highly targeted, paid keyword search campaign to heavily promote academic programs of interest and generate qualified leads. Driving relevant traffic to each respective landing page compelled prospective students to complete an online inquiry form to request a personalized brochure, email and / or a direct point of contact from a Teachers College representative. The submitted information in turn allows Teachers College to appropriately target these students by addressing their specific interests on a one-on-one level. Such a targeted tactic successfully provided an efficient solution to the College’s challenges by increasing marketing relevance to break through higher education admissions noise.
