University of Missouri – Kansas City
The Struggle To Be Seen
With their location at the heart of a fast-growing, Midwest urban city, combined with their flexible class environments and over 125 academic program offerings, UMKC offered the quintessential four-year college experience.
However, despite their status as the city’s only public research university with special tuition rates for Kansas natives, UMKC was overshadowed by regional competitors like University of Missouri and the University of Kansas.
Using Enrollment Data To Inform Media Targeting
VisionPoint examined UMKC’s Google Analytics reports to gain a deeper understanding as to how well their digital marketing was performing. To improve our targeting, we used enrollment data to build lookalike audiences and ensure stronger conversion rates, and created a full-funnel campaign aimed at converting leads into highly-interested students.
Breaking Through the Noise
In just three months, our marketing efforts with UMKC significantly increased inquiries and applicants for the university. VisionPoint campaigns drove over 13 million impressions and 6,125 conversions within 13 weeks in-market. Our efforts led to 181 applications, 133 admitted students, and 99 newly enrolled students directly attributable to the campaigns.
Brand, Integrated Marketing