"Converge's digital advertising expertise and responsiveness is impressive, to say the least. They brought fresh ideas to our conversations, and those ideas have helped us generate results with new leads."
Caitlin Way, Director of Admissions and Marketing, University of Missouri Trulaske EMBA Program
The University of Missouri’s Trulaske Executive MBA (execMBA) is a hybrid MBA program designed exclusively for rising executives. The hybrid education model creates a more flexible MBA with only 25 percent required time on campus.
Trulaske execMBA’s admissions director partnered with Converge to explore new and innovative methods of engaging and recruiting qualified prospects through digital marketing. The partnership led to significant year-over-year growth in qualified inquiries, completed applications and enrolled students.
Target Audience Personas, Search Engine Marketing (SEM), Content Strategy, Responsive Landing Pages, Facebook Advertising, LinkedIn Advertising, Remarketing, Google Analytics
Targeting the right audiences at the right time has helped increase diversity, years of experience and overall enrollment for Trulaske execMBA’s 2017 cohort. Converge worked to implement a full digital advertising plan from pre-inquiry targeting to event marketing and retargeting to encourage admitted students.
Increase in qualified inquiries
Increase in applications
Increase in enrolled students
Target Audience Personas
Target Audience Personas were created based on demographic data and qualitative insights from the Trulaske execMBA team. Four key audiences—Mizzou alumni, working parents, military/veteran and rising executives—were identified.
This information was leveraged to craft segmented messaging across multiple ad channels.
Search Engine Marketing (SEM)
The Trulaske execMBA team partnered with Converge to build a strategic digital advertising plan using Search Engine Marketing (SEM) tactics on Google AdWords and Bing, demographically target ads on Facebook and LinkedIn, and remarketing strategies on both the Google Display Network and Facebook.
Responsive Landing Pages
The Converge team designed and developed conversion-centered landing pages that were integrated with the University of Missouri’s CRM to better understand engagement of leads.
A campaign targeting military and veteran prospects was implemented with custom messaging to make key information easier to find. All landing pages are optimized for mobile.