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The institution, founded in 1819, based in Maryville (Tennesse) and financially dependent on the Presbyterian Church of the United States, succeeded in attracting more high school students to its 30 college-level courses in the last year than in any other period, imposing a record of registrations.
The project was spearheaded by Pyxl, a Hubspot Inbound Marketing partner agency (like GROU in Mexico) and the concrete results from March 2014 to May 2015 were impressive:
- 200% increased blog subscription level
- 126% increased in web traffic in the first year
- 225% more return on investment (ROI) with digital marketing
With a wide variety of new online education programs, currently offering an average of two years per course, it is increasingly difficult to stand out among the more than 19,000 professional schools and traditional universities recognized by the United States Department of Education.
Like many institutions across the country, Maryville College had relied on traditional marketing activities for the past 10 years: it sent millions of emails, invested in street advertising, and spent millions of dollars to participate in more than 30 Fairs. held throughout the year in the country to connect with potential students. But those environments are highly competitive and the ROI was very low.
The management team asked many questions: Is there a new marketing for Universities ? Is the digital strategy for Universities really better? What's behind educational marketing strategies? What have been the most successful marketing strategies for educational institutions? Isn't it enough just with social media campaigns?
After years of very poor results, they took the market research information seriously: 15-17 year olds consume the majority of their content online.
The school needed a radical change in the way it communicated with them and their families. It was time to finish making noise and become a guide for the entire process that leads a young person to enroll.
Guided by a Hubspot-certified agency, the institution modernized its marketing efforts: it began by attracting young people, then converting them and leading them through a selection process.Finally, many of them enrolled for the 2014-2015 academic year.
Hubpost ended up being the most modern tool to develop Inbound Marketing that they found: that combination (strategy plus tool) helped them drive traffic to their website, analyzed the results on a day-to-day basis, and responded quickly to potential customers interested in enrolling.
VALUE CONTENT ON THE INTERNET: THE BEST WAY TO REACH YOUNG PEOPLE
Maryville College rejuvenated its marketing programs and brought them up to par with its buyers.
His most impressive work was the creation of a site called "My Way to University" that answers all the most pressing questions of high school students who are looking for options for the future.
There, with a very dynamic blog, they promote interesting content that the students themselves request, speaking from personal issues to the characteristics that a good study center must have and government programs to apply for financial aid.
The ability to generate this kind of helpful content greatly supported SEO efforts and helped improve Google search rankings, making it easier for prospective students to find that option.
At the same time, combining the blog with a strong social media campaign and optimizing landing pages for downloading e-books and guides, traffic skyrocketed.
This case illustrates how any University, even in a highly competitive market, can go for a new customer base.
The lesson is simple: In Mexico, like the United States, it is extremely difficult to stand out from the crowd without a well-planned strategy. The so-called Attraction Marketing is not the only way, but it can be the most effective.
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