Executive Summary: This case study explores the comprehensive strategy implemented to address the demand generation challenges faced by a higher education institution. The institution was struggling with various aspects of their digital presence, including website hosting, design, traffic engagement, ads targeting, CRM integration, web analytics, and social media. Through a structured roadmap and targeted actions, the institution saw remarkable improvements in lead generation, online engagement, and overall brand visibility.
Introduction/Background: The client, a higher education institution, was facing a significant lack of demand generation, which was affecting their ability to attract and engage potential students. Upon further investigation, it was revealed that the institution’s challenges were rooted in multiple areas, including website hosting issues, poor design, low traffic engagement, ineffective ads targeting, inadequate CRM integration, insufficient web analytics, and a weak social media presence.
Problem/Challenge: The institution was struggling to generate leads and increase demand for its programs. The underlying issues spanned across various digital platforms and tools, which needed to be addressed holistically to improve the institution’s online presence and demand generation efforts.
Objectives: The objectives were to:
- Identify and resolve the issues with website hosting, design, and functionality.
- Improve traffic engagement and ads targeting to better reach potential students.
- Enhance CRM integration and web analytics for more effective lead management and tracking.
- Revamp the institution’s social media presence and content strategy to increase engagement and brand awareness.
Approach/Methodology: To tackle these challenges, the following steps were taken:
- Stakeholder Meetings: Conducted meetings with key stakeholders to identify pain points and understand the institution’s goals.
- Roadmap Development: Created a comprehensive roadmap for brand management, addressing all identified issues.
- Website Migration and Optimization: Migrated the website to a new hosting platform to improve performance and reliability. Unnecessary plugins were removed to streamline functionality and enhance user experience.
- Ad and Social Media Strategy Redesign: Redesigned all ad copies, revamped the social media presence, and developed a new content strategy aimed at telling relatable stories to the target demographic.
- CRM and Web Analytics Integration: Enhanced CRM integration and web analytics to track leads more effectively and optimize the marketing efforts based on data-driven insights.
Solution: The solution involved a multi-faceted approach that began with addressing the technical and design issues of the website, followed by a complete overhaul of the institution’s digital marketing strategies, including ads, social media, and content creation. The project also focused on improving CRM integration and web analytics to better manage and analyze lead generation efforts.
Results/Outcomes: The implemented strategies led to significant achievements.
Conclusion: This case study demonstrates the power of a holistic and data-driven approach to demand generation for a higher education institution. By addressing the root causes of their challenges across various digital channels, the institution was able to significantly enhance its online presence, increase engagement, and drive higher demand for its programs. The substantial growth in lead generation, online reach, and content engagement highlights the effectiveness of the strategies implemented, setting the institution on a path to sustained success.
