CASE STUDY

WSU logo wide

MF Digital Marketing gets results for partners like Arizona State University.

Through optimization of the applicant’s digital experience, MF Digital helped ASU Law increase applications by 30% in just two years.

 

Here’s how.

Background

Dean Sylvester of ASU Law recognized that his department would need to collaborate in new ways with the Admissions and Marketing departments to deliver more students to the school.

ASU Law selected MF Digital to take on the job because of our exclusive focus on graduate programs and our keen understanding of the unique needs of graduate admissions teams.

Approach

The MF Digital team worked with the ASU IT department to create fields and link databases. Then, the search campaign began. Prospective students were served ASU Law ads. Next, these prospects clicked through to reach a landing page where their experience was optimized. They were compelled to submit their email addresses on these pages for future communication.

Finally, prospects received email messages with content automatically generated messages based on their behavior (what they clicked on), encouraging them to apply. Future messages continued to be generated dynamically, encouraging students to apply and then, once they applied, enroll if admitted.

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52% of prospective graduate students strongly agree that a personalized admissions experience has a significant effect on where they choose to enroll.

Results

In just two years, ASU Law saw:

  • Applications increased by over 40%
  • Enrollees increased over 30%
  • Rankings in U.S. News and World Report improved by seven places from #32 to #25

Going Forward

The campaign continues to evolve as we glean more and more insights from user behavior and as new degrees and areas of focus are added.

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Now more than ever, meeting prospective students where they are means connecting in the digital world. Personalized messaging cuts through the noise, and Over-the-Top streaming content has been shown to deliver results for our law school recruitment efforts.

Doug Sylvester

Dean Emeritus and Professor of Law

READY TO INCREASE

 

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