william & mary case study: driving quality leads for two mba programs
TRANSCRIPT
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LendoraJohnsonMarketing Account Manager
William & Mary – Raymond A. Mason School of Business
A Tale of Two MBA Programs
#inEDU16
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Agenda
• Prologue• TheTale• TheResolution• Epilogue
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Where on earth is Hampton Roads?
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..not this Williamsburg
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..this Williamsburg
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Prologue
#inEDU16
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FlexMBA&ExecutiveMBA
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"It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of
hope, it was the winter of despair, we had everything before us, we had nothing before us”
-CharlesDickens
The Tale of Two MBA Programs
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“There’s Good News and there’s Bad News. The Bad News is that we know what’s not working,
which coincidently is also the Good News.”
-LendoraJohnson
…..Or in other words
#inEDU16
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..other factors
Experience
Workingprofessionalswith4-10years
experience
Diversity
Attractingadiversestudentpopulation
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FlexMBASponsored
Content
TheResolution
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Lead Generation
GoogleAdwords
0 25 50 75 100
29
71
PercentageofleadsgeneratedforFlexMBAprogramviaPPCadvertisingin2015
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PPC Advertising Budget
50%50%
PercentageofFlexMBAPPCbudgetfor2015
#inEDU16
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Epilogue