Data Driven Design & Digital Marketing Strategy

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Data Driven Design & Digital Marketing Strategy Zach Richard Marketing Analyst @ZRichard4 [email protected] 1

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2 Data Types Lead Generation • Graduate Programs • Faculty/Staff Recruiting • Giving Content Marketing • Brand Awareness • News & Events • SEO

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3 Lead Generation • Prospect Acquisition • Click through rate • Cost per click • Cost per conversion • Quality Score

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4 Lead Generation • MS Entrepreneurship • Focus on STEM students • Increase # of applicants • Increase applications from target demographics

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5 Lead Generation - ESTEEM Change in 2015-2016 applications vs average of previous three years Domestic +202% International +48.7% Total Applicants +120% Target Demographic +69.6%

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6 Lead Generation - ESTEEM 1. Homepage Layout 2. SEO Audit 3. Pay-Per-Click Market Analysis 4. Landing Page Design & Testing

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7 ESTEEM - Homepage Layout • Apply button blend in, A/B test color • Users try to interact with slider • Slider has not CTA’s • Bottom right of page has no purpose • Large percentage of user flow straight to “About” page.

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9 ESTEEM - Homepage Layout • Increased application button clicks by 15% • Decreased flow to “About” page by 10% • Increased flow to “Admissions” page by 12% • Increased keyword positions by an average of 5.2

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10 ESTEEM - Landing Pages

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11 ESTEEM - Landing Pages +25%

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12 ESTEEM - Landing Pages

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13 Lead Generation - ESTEEM Change in 2015-2016 applications vs average of previous three years Domestic +202% International +48.7% Total Applicants +120% Target Demographic +69.6%

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14 Content Marketing • User Acquisition • User Flow • Text Analysis • Headline Optimization

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15 Content Marketing

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16 Content Marketing

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17 Content Marketing • Eliminating excerpt text • Focus on images & titles • Serve related content to users • Serve geo content • Custom designs for viral content

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Data Driven Design & Digital Marketing Strategy Zach Richard Marketing Analyst @ZRichard4 [email protected] 18