"Our work with Converge helped us find students who were the perfect fit for our gap year, semester and summer programs."
Nathan Scott, President and Executive Director
Winterline Global Education
Winterline Global Education is an innovative organization offering global gap, semester and summer programs. Winterline programs offer high school graduates and young adults the opportunity to step out of the ‘rush to and through college’ and explore what they really want to do with their lives.
In 2015, Winterline partnered with Converge to recruit the inaugural class of their Global Skills Program. With a strategic digital and inbound marketing partner, Winterline was able to exceed their 2015 enrollment goal. Since then, Winterline and Converge have collaborated to recruit qualified inquiries and students for their 2016 Global Skills cohort and several semester and summer program cohorts.
Inbound Marketing, Communication Workflows, User Personas, Search Engine Marketing (SEM), Twitter Ads, Instagram Ads, Video Ads, Facebook Advertising, Social Media Plan, Blog Content Calendar, Website Content, Responsive Landing Pages
Converge has been Winterline’s digital recruitment partner for the past two years. The partnership has led to: full cohorts for the first two years of the Global Skills Program, successful summer and semester programs and significant brand awareness in the gap program market.
Increase in web traffic
Winterline and Converge partnered to create user personas that identified their target audiences for digital recruitment.
The personas represented International Students, High School Seniors, High School Students, College Students, Parents and Counselors. These strategy documents were used as tools to benchmark segmented messaging to each of their target audiences.
Converge and Winterline worked together to map the prospective student enrollment journey and create custom communication workflows in their marketing automation system, HubSpot.
In just 30 days, Winterline GSP saw amazing results from the campaign. Within 90 days, all workflows were performing beyond expectations, and their blog content was seeing great engagement.
By the August 2015 start date, Winterline reached their enrollment capacity and exceeded performance expectations in their inaugural year.
Converge created a blend of ads that captured the Winterline experience in photos and words focusing on key messaging by persona.
Video advertising was also applied to the digital strategy. The video ads demonstrate program highlights and allow prospective students to get a first-hand look at a previous gap year student’s experience.
Responsive Landing Pages
Mobile-optimized landing pages were developed to support conversions for the digital campaigns. Winterline currently has a landing page setup for each program type (gap year, summer and semester) that encourage prospects to inquire for more information.
Upon form submission. the automated Communication Workflows setup in HubSpot begin the lead qualifying process to follow up with each prospect who inquires about the programs.