Strategic Vision & Goals
Ambition: Beyond merely increasing website traffic, the heart of this campaign was to amplify enrollments across their range of courses: online, in-person degrees, and specialized webinars and events.
KPIs: The primary indicator of success was marked by conversions via “contact me” submissions. Supporting metrics included landing page visits and direct phone engagements.
National Marketing Campaign
Targeted Promotion: We showcased the institute’s compelling curriculum, esteemed faculty, and its profound connections within government and civilian defense sectors. The messaging strategy emphasized student outcomes while always giving voice to the mission to reach the right potential students.
Tactical Execution: Utilizing search, social, retargeting, sponsorships, and much more, our approach zeroed in on areas of maximal impact: schools with collaborative agreements, liberal arts colleges offering international relations, and other demographic and geographic markers relevant to IWP.
Content Depth: Prospective students were channeled through a choice of 22 specialized landing pages, each resonating with the diverse strengths IWP had to offer. These pages appealed to their location, inperson interests, career aspirations, and more. The content was genuinely crafted to address personal interests across a wide range of national security and international affairs topics.
Digital Infrastructure Revamp
Website and CRM Overhaul: Recognizing that the existing website and CRM were pivotal to the campaign’s success, we designed and developed a holistic website enhancement and made additional CRM modifications. These changes were not just to integrate the two platforms but also to provide a better application experience for potential students. From intuitive navigation designs, enticing call-to-action triggers, structured landing pages, advanced SEO tools, application refinements, to automation for recruitment officers, we rejuvenated the digital touchpoints. This bolstered external user engagement and provided the communication, recruitment, and academic affairs teams with the digital tools necessary for success.