Marketing

Higher education is facing substantial challenges; we’ve got substantial solutions.

The challenges being faced by institutions of higher education may be the biggest they’ve ever been:

  • Competitive enrollment environment
  • Unique economic climates
  • Ever-increasing marketing costs across degree and certificate programs

The solution to these challenges? 

A collaborative, tight-knit marketing relationship with an online program management company who has a proven track record of success in:

  • Research and data-driven solutions for strategic positioning among direct competitors to differentiate the unique strengths of your institution
  • Unburdening institutions from committing the resources and expending the cost of marketing across digital and traditional platforms (we average a 36% reduction in marketing costs per student acquired)
  • Generating a high quantity of high-quality leads that are accepted, matriculate, and graduate

HOW IT WORKS

You (president, provost, dean) need students 

We (Emerge Education) help you take control of your online presence through strategic higher education lead generation marketing tactics (click the icons below to learn more):

Research is at the forefront of strategy; understanding the market and market dynamics is the base upon which we collaborate with you to face your institution’s challenges head-on. Our research team works to inform how we differentiate you from competitors, based on: national and regional undergraduate and graduate degree and certificate demand, conferral rates across disciplines, opportunities for workforce development, and more. We turn that powerful knowledge into recommendations for new degree or certificate programs and degree concentrations based on market potential, national and regional competition, and institutional strengths. 

Our combined use of IPEDs data, our relationship with Eduventures, and our custom competitive data collection empowers us to deliver regular research to inform you of education-impacting legislation, non-traditional student market changes, new competitors, and other compelling information. We’ll work with your internal teams and stakeholders to develop and maintain data-driven marketing strategies to maximize market potential through:

Integrated marketing (an approach to marketing in which all of your tactics should create a consistent, cohesive experience for prospective leads) is essential to conveying your value proposition to your target audience. All integrated marketing campaigns have one thing in common: a central hub of information, which in the case of a partnership with Emerge Education, is a custom, enrollment-focused minisite that acts as an extension of your brand (and exists on a subdomain, e.g., online.yourinstitution.edu). This minisite:

  • Generates a central place to drive traffic [potential leads] 
  • Concisely communicates the necessary information to the audience
  • Drives high lead conversion rates
  • Serves as a place to present continual additional content (articles, videos, infographics, blogs, podcasts, etc.) to increase and engage organic traffic

Our expert team develops conversion-focused minisites that work to establish your brand, build credibility and trust, and give prospective students the exact information they need to feel compelled to reach out. From website design and content hierarchy to accessibility and user-experience, we’ll work with your team to ensure we seamlessly represent your institution while providing prospective leads with the information they need to get on the path to enrollment.

The benefits of consistent, high-quality content generation are undeniable: connecting with your target audience, building your credibility, establishing trust, and strengthening your reputation are must-have attributes when facing the challenges of the higher education market. 

Our strategic, branded content tactics include a mix of blogs and articles, whitepapers, video, and video transcription, and more — all written using up-to-date research and information that has immediate value to prospective leads. Couple that with incredible attention to detail, high-quality search engine optimization (SEO) tactics, and powerful calls-to-action and you’ve got content generation and optimization that forms the backbone of your enrollment strategy. 

Paid search marketing campaigns are both a critical component of successful marketing strategies and the perfect partner for content marketing and SEO; according to SmartInsights, 68% of all 2020 trackable website traffic comes from a combination of the two tactics. 

Combined with smart retargeting, our data-driven experts generate results and continually optimize performance metrics through paid search networks like Google and Bing. As a long-term Google partner, we have perfected search techniques and the Google Display Network to find both students who are just beginning their educational search to those who know exactly where they want to go.

The traction of brands active on social media isn’t going to slow down any time soon. As of February 2020, 72% of Americans and 50% of the global population use some form of social media (Facebook, Instagram, Twitter, YouTube, LinkedIn, Pinterest, Snapchat, Reddit). What might be an even more impressive number? The average user (spanning ages 18 – 65+) spends 2 hours and 24 minutes per day using social media, finds the 2020 GlobalWebIndex social media report

Through the use of content-based social media advertising, we’ll put your brand and your strategic, optimized content at the fingertips of your prospective leads. Through smart retargeting, we’ll follow-up with users who have visited the enrollment-focused site and provide them with the additional information and encouragement they need to convert quality leads into students. into leads.

As the need for highly-skilled employees continues to increase across both the global and regional workforce, it has become more important than ever for employers to support employee education. Our Corporate Outreach team focuses on building lasting partnerships with regional and national companies to provide their employees with educational opportunities. Studies show that higher education not only increases the “talent pool”, but also boosts employee productivity, supports higher profits and stronger growth, and promotes economic security.

To further the mutual benefits of these partnerships, we also provide emphasis on workforce development training and upskilling through academic program development for organizational partners, helping businesses work to close their skills gaps while keeping our primary focus on meeting your enrollment needs.

Your brand and messaging are only as strong as their reach. We’ll help bolster your reach in your target geographic markets with the use of traditional marketing strategies and tactics, including:

  • Billboards
  • Direct mail
  • Kiosks
  • Print advertisements
  • In-person events 

Tying traditional marketing tactics in with our data-driven digital marketing ensures your brand, messaging, and program offerings get maximum exposure to prospective leads. 

The solutions to the challenges you’re facing all have a central requirement: meeting your prospective students where they are when they are there. As part of our overall strategic and collaborative approach to marketing and lead generation, we’re confident in our ability to become an extension of your team. So confident, in fact, that we’d love to provide you with a free consultation so we can get to know your challenges and determine if we’re the right partner to help you conquer them. Use the form below to get in touch with us today. 

In tandem with the marketing strategies and tactics described above, we utilize long-standing partnerships with industry experts as well as premier local and third-party digital advertisers that have both a dominant presence in the market and an established reputation for generating a large quantity of quality leads. Through these pay-per-lead (PPL) and cost-per-thousand (CPM) campaigns, we’re able to take advantage of their market dominance and exceed expectations when it comes to generating a high quantity of high-quality leads that are accepted, matriculate, and graduate