Transforming Student Recruitment Strategy at NC State University

Objectives

NC State University collaborated with Valley of the Moon Marketing to improve student recruitment by integrating career data and implementing targeted digital marketing strategies. They aimed to address the increasing demand from prospective students for a clear link between academic programs and career prospects. Traditional recruitment methods were not effective, prompting the need for a new approach to attract qualified applicants.

Challenges

• Traditional recruitment tactics were not producing the desired results

• Need to address this concern to attract high-quality applicants.

Solutions

I presented a comprehensive solution to tackle NC State's recruitment challenges. The proposed approach involved enhancing program pages with standardized templates and updated content to effectively engage prospective students. Additionally, the integration of comprehensive career data and a searchable career database into the website aimed to provide valuable information to students. Targeted pay-per-click (PPC) digital ad campaigns were implemented to highlight program offerings and relevant career data while remarketing ad campaigns reinforced program and career information for interested prospects.

Impact

• 84% Increase in Conversion Rate

• 12.6 Million Impressions

• 92% Decreased Cost-per-Conversion

Conclusion

The implemented strategies yielded remarkable results for NC State University:

Achieved a 5,382% increase in clicks and a 15,475% increase in conversions through remarketing campaigns.
Reduced the average cost per click by 84% and the cost per conversion by 93% for remarketing efforts.