Digital Advertising for Enrollment Management [Cohort]
This 4-week virtual course is designed to help enrollment managers understand the reality of what it takes to generate noteworthy results from their digital advertising efforts. For too long, schools have been in the dark about what it takes to generate qualified prospects and inquiries from their ad campaigns. As such, institutions spend tens of thousands of dollars with ad agencies that aren’t held accountable to an institution's bottom-line.
This cohort will equip you with meaningful insights into how today’s prospects navigate paid digital content, how to build journey-based audiences across ads platforms that yield qualified prospects, what ad types schools should and shouldn’t use, and how to save money on your media while yielding greater results.
At the end of the course, participants will be fully equipped with the strategies, tactics, and resources necessary to brainstorm and launch digital advertising campaigns across Google, Facebook, and LinkedIn that actuallywork!
Cohort Format/Structure:
4-week cohort-style program
Maximum of 10 people per section
Meets 1x/week for 1 hour
30-40 minutes of instruction on a specific topic, followed by 20-30 minutes of an open forum discussion related to the session topic or another topic the cohort would like to discuss
Live Video Meeting (Zoom)
All sessions will be recorded
1-2 simple homework assignments between sessions
Several worksheets, templates, planning tools, diagrams, slide decks, and examples to help participants customize their own work
Course Sessions:
Session 1:The State of Digital Advertising in Higher Education — What Enrollment Managers Need to Know About How Today’s Prospects Interact with Paid Digital Content
Session 2:How to Build the Right Audiences on Google, Facebook, and LinkedIn Using Custom Demographic and Psychographic Targeting Selects
Session 3: Digital Advertising Strategies That Actually Work — How to Get Better ROI from Media Buys
Session 4:Everything You Need to Know About Measuring & Reporting on Digital Advertising Efforts
Who Should Attend:
Enrollment marketers with at least 2 years of experience in the industry
Marketing communications specialists responsible for supporting enrollment
