UMASS Lowell’s Division of Graduate, Online and Professional Studies competes with colleges and universities throughout New England, including other UMASS campuses. Like any other marketer, UML needs to stand out and appeal to customers (aka students) with high-level brand messaging as well as tactical campaigns focused on key differentiators.

Since 2015, 8BP has worked with the marketing team at UMASS Lowell to help craft targeted messaging on TV, as well as digital display and social media.

Results

For its 2019 Spring enrollment push, the university witnessed dramatic increases in clicks and online applications, with huge drops in conversion costs.

For example, the campaign targeting business students went from $4.58 per conversion in the spring of 2018 to .36 cents/conversion in 2019. While clicks jumped from 795 to 5,822. The campaign also drove 146 visits to the application landing page compared to 0 in the prior year.

The Masters in IT campaign saw equally impressive results, with a cost-per-conversion of $2.02 versus $18.89 in 2018, and 1,910 clicks compared to 393 in the prior year.

Digital Campaign