A Full Funnel Digital Plan

+235

Inquiries generated through Carnegie digital campaigns

#1

Top-performing channel for application generation (Google Paid Search)

Dartmouth college homepage hero

A full-funnel digital strategy accelerates growth for a new, highly specialized graduate program.

To drive enrollment for its newly launched Quantitative Biomedical Sciences program, Dartmouth College sought a digital strategy that could generate demand and convert high-intent prospects. Following a competitive RFP process, the College partnered with Carnegie to execute a full-funnel campaign designed to build awareness, drive inquiries, and increase enrollment yield.

Student Type

Graduate

Solutions

Digital Advertising

Enrollment

The Challenge 

Dartmouth College sought to enhance enrollment growth for its newly established residential Master of Science in Quantitative Biomedical Sciences (QBS) program. Primary goals included increasing enrollment through lead generation and improvement in lead-to-enrollment conversion rate. To partner with in-house digital marketing capabilities, Dartmouth chose Carnegie through a competitive RFP process to grow the program’s digital footprint.

Our Approach

Building from preliminary recommendations we developed for the program’s proposal, we strategized and implemented a full-funnel digital plan that ran from March 2020 through May 2021.

Primary strategies included Display Outreach for awareness building, LinkedIn and Facebook for inquiry driving, and PPC and RLSA to reach prospective students actively researching this niche program and programs like it. We also implemented list-based IP Targeting and social campaigns to reach a purchased list of GRE registrants.

The Results

From inquiries to applicants to enrolled students, Carnegie’s digital campaigns drove positive growth for QBS. All Carnegie paid media channels delivered applications, with Google paid search delivering the highest performance. Digital campaign efforts generated more than 235 inquiries, many of whom started and submitted applications and ultimately enrolled. In addition, multiple applicants interacted with Carnegie RLSA ads during their search process, which helped guide them further through the funnel. With increases in view-through activity and analytics KPIs, Dartmouth’s marketing leadership recognized the positive impact of our digital partnership in driving enrollment growth for the QBS program.

+235

Inquiries generated through Carnegie digital campaigns

#1

Top-performing channel for application generation (Google Paid Search)

As we talk through strategies and goals, our Carnegie team feels like a true partner. The team has done a great job ensuring every channel and tactic was targeted and focused.

Sarah Gagne Admissions Marketing Manager Geisel School of Medicine, Dartmouth College

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