The Research
by the Numbers
The research conducted for this report spanned a period of 12 months looking at hundreds of marketing campaigns that involved thousands of content pieces and prospect actions. The vast majority of marketing tactics and channels were targeted to prospective graduate students roughly 18-50 years of age, across an extremely wide variety of demographics, psychographics, industries, professions, and education levels. The following statistics allow you to understand the breadth and depth of data we scoured that is the backbone of this report.
Where the Data Comes From...
- 16 higher education institutions
- 360+ gated landing pages
- 65+ ungated landing pages
- 120+ downloadable eBooks
- 1,200+ active blog posts
- 130+ recruitment events
- 1,050,000+ emails transmitted
- 280+ event invitation emails
- 260+ display ad campaigns
- 45+ paid search ad campaigns
- 435+ paid social ad campaigns
- $150k+ digital ad spend
Which Marketing Metrics Were Analyzed...
- 1,500,000+ page views
- 38,000+ form submissions
- 30,000+ new contacts
- 21,000+ eBook downloads
- 3,400+ blog CTA clicks
- 5,000+ event RSVPs
- 2,500+ event attendees
- 340,000+ email opens
- 20,000+ email clicks
- 50,000,000+ ad impressions
- 800,000+ ad clicks
Why is 2020 significant?
This report reveals the results of various enrollment marketing campaigns that took place throughout the entire year of 2020, with a particular focus on active prospect engagement between March 1, 2020 through December 31, 2020. By tracking active campaigns during this time period, we are able to study the changing trends that emerged as the global pandemic accelerated exponentially across the world.
This new data represents a long enough period of time to effectively establish new benchmarks for how prospective students are engaging with content and what the new conversion rates are. This 12-month period also represents the necessary length of time to cover an entire annual recruitment cycle for most schools, and is thus comprehensive enough to capture seasonal market changes and a breadth of start terms.
For anyone responsible for enrollment management and/or marketing communications at educational institutions, you need to understand how prospective students are engaging with content, and what the new standards are to effectively communicate with and enroll new students. This report contains the newest benchmark data needed to make smarter decisions on future enrollment marketing strategies and tactics.