University of Florida College of Journalism and Communication Case Study
Digital Strategies for Online Graduate Enrollment
Solutions
The Challenge.
The University of Florida College of Journalism and Communications (UF CJC) offers an online Master of Arts in Mass Communications with multiple specialized concentrations and certificate options. Post-pandemic shifts led to declining graduate enrollment and increased competition, creating challenges for continued growth in the online space. The College’s previous online adult learner recruitment strategy relied heavily on affiliates, grassroots efforts (such as conferences), and general brand awareness. UF CJC enlisted Carnegie to develop a more sophisticated, nimble, and data-driven approach, aiming to attract more highly qualified working professionals while maintaining overall enrollment numbers while reinforcing their position as a leader in online mass communication education.
The Strategy.
Carnegie developed an integrated media strategy to meet the complexity that recruiting adult learners for online programs demands, designed to reach expanded and highly targeted audiences beyond UF CJC’s traditional direct-from-undergraduate and PR and communication professionals audiences. While the online mass communications degree was well-recognized within those fields, the online program’s concentrations—including digital strategy, public relations, social media, and web design—offered opportunities to engage professionals in adjacent industries such as marketing and web development. To effectively reach these adult learner audiences interested in an online education, Carnegie implemented a broader channel mix that engaged prospective students at various stages of their decision-making journeys.
The strategy included a mix of prospecting and retargeting campaigns focused on broad online degree awareness, concentration-specific messaging, and brand reinforcement. These campaigns utilized refreshed creative assets aligned with new university-wide brand standards, ensuring consistency and relevance. The dynamic media environment allowed for rapid, data-informed optimization based on media performance, application and enrollment yield, and shifting business objectives. The digital marketing mix to best support this online adult learner recruitment included search engine optimization (SEO), paid search, paid social, and programmatic campaigns spanning display, digital audio, digital out-of-home advertising, and geo-fencing. Carnegie also incorporated post-lead nurturing strategies, especially key for the busy adult learner audience, to improve conversion rates from inquiry to application and beyond.
The Results.
The collaboration between UF CJC and Carnegie led to significant improvements in marketing efficiency and enrollment outcomes. The optimized strategy delivered a 220% increase in lead-to-application conversions, a 189% increase in admit-to-enroll rates, and a 70% reduction in poor-quality leads. By leveraging a comprehensive, data-driven marketing approach, UF CJC successfully reinforced its market leadership and positioned itself for sustained enrollment growth in an increasingly competitive adult learner online education landscape.
220%
Increase in lead-to-application conversions
189%
Increase in admit-to-enroll rates
70%
Reduction in poor-quality leads
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