News

April 02, 2008

IRVINE, CA – Earthbound Media Group (EMG) has demonstrated significant outcomes for its recently launched regional online marketing campaign for three of the West’s largest locations of The Art Institutes – Los Angeles (AILA), Las Vegas (AILV) and Orange County (AIOC). For example, in just one month, the new campaign has dramatically increased AICO’s online conversion rate while equally as dramatically decreasing its Cost Per Acquisition (CPA).

This comprehensive lead generation online marketing campaign features a user-centric and freshly designed microsite featuring a survey-driven widget that users can interact with to determine their fashion personality before adding an avatar to their Facebook or MySpace profiles. The campaign’s banner advertising initiative implemented a persona- and geo-targeting strategy, promoting AIOC’s fashion programs to individuals in the Orange County and Los Angeles area who visit 944.com – an online lifestyle and fashion magazine.

Developed to strategically increase AIOC’s online conversions while strengthening its online presence among prospective students overall, the campaign was also developed to promote AIOC’s new Fashion Programs in Fashion Design and Fashion Marketing & Management.

EMG was also consulted by The Art Institutes to develop a comprehensive online marketing strategy that would significantly capture the interest of prospective students who were visiting the campaign microsite through either paid or organic search results, but that were not ultimately motivated to become fill out the “Request More Information” inquiry form.

“We hypothesized that microsite’s percentage of conversions generated from site traffic was not as high as it traditionally should be, so EMG took a multidisciplinary approach, prioritizing both design and strategy,” explained Jeff Lawrence, EMG’s Manager of Online Marketing. “Ultimately, we have developed a campaign that is not only visually appealing but one that actually compels prospective AI students to sign up to receive more information.”

The centerpiece of the redeveloped microsite is a brief request form that users complete to receive more information about specific AI programs. The information submitted in turn allows AI admissions counselors to contact these prospective students directly, building rapport and a long-lasting connection intended to impact retention as well as enrollment. The redeveloped microsite also features a new intuitive, user-friendly navigation that enables students to easily obtain a general overview of the school’s various degree offerings.

About EMG

EMG is a one-of-a-kind strategic marketing and technology-driven agency. Our singular goal is to evolve the digital and visual landscapes of business for corporations, brands and non-profits worldwide.

As a leader in the marketplace, EMG has single-handedly set a benchmark for complexity, creativity and vitality in the solutions we have provided for both our partners and clients alike.

About the Art Institute

With forty campuses, The Art Institute’s of America offer a diversity of design, media arts, fashion and culinary arts programs, providing bachelor's and associate's degrees in everything from Advertising to Interior Design. The Art Institutes have provided career-oriented education programs in design, media arts, fashion and culinary for over 35 years, and have more than 125,000 alumni.