Optimizing Opportunity
Building on the Momentum of a Storied School
About IU Kelley School of Business
The Kelley School of Business at Indiana University builds the future of business through innovation and collaboration. Routinely nationally ranked, IU Kelley offers a world-class, higher education experience to students looking to turn a moment into momentum.
Situation
The Drive to Increase Enrollment
For higher education institutions vying for the best and brightest students, standing out is imperative. Indiana University’s renowned Kelley School of Business asked CVR to help them build a marketing campaign that would attract potential graduate students and ultimately increase enrollment.
Solution
Targeted Advertising in Digital and Video Spaces
Taking the broad spectrum of Kelley offerings, including online classes and MBA and MS programs, CVR developed a creative approach to optimizing messages. While much of the school’s messaging was historically in print publications, CVR shifted focus to the digital space, creating banner ads, audio streaming and other media to drive traffic to IU’s website. Additionally, CVR tested programmatic video to introduce prospective students to the school before directing them to Kelley’s landing page where they could learn more about the programs and school with longer form videos.
Outcome
Increased Click Through Rates Year Over Year
The results have been very positive. By deploying a digital approach that targeted prospective students at different stages in the enrollment funnel, CVR was able to generate more than 265,000 clicks over the first seven months. All programs consistently beat an education industry digital display response benchmark, with the full-time MBA program seeing increases in click through rate year over year.