Higher Learning: Energizing Recruitment for an Education Powerhouse

FIU ONLINE is the digital arm of Florida International University,  a prominent public research university and one of the top 10 largest academic institutions in the nation. FIU Online offers a wide range of fully remote programs and courses, providing flexible access to high-quality education and enabling students to pursue academic and professional goals from anywhere in the world. Through state-of-the-art online tools, students enjoy interactive and collaborative learning experiences, guided by dedicated faculty members who bring real-world expertise to the virtual classroom. FIU Online’s engaged community of learners and faculty — including distinguished scholars, industry leaders, and experts — attracts high-achieving students from around the world.

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Lineout case study showing SEM, analytics, web design, and SMM for FIU Online.
Section //Scope


  • Google Ads

  • Facebook Ads

  • Digital Analytics

  • Organic Social Media

  • Call Tracking

  • Landing Page Development


Increase FIU Online’s lead generation and enrollment

Section //Overview


FIU Online was a well-established innovator in the remote-learning space, but a change in leadership challenged the marketing team to deliver stronger recruitment results.

They needed to: accelerate lead generation; improve message-to-medium alignment and brand communication; unlock new efficiencies with paid and organic strategies; and implement stronger tracking analytics.

FIU Online case study for SEM, SMM, analytics and web design services from Lineout.
Section //Execution


  • Rebuild paid advertising channels

  • Launch organic marketing channels with social-media programming and SEO

  • Custom-build high-impact creative assets optimized by program and by school

  • Collaborate with internal teams to align messaging across media channels

  • Deploy analytics and tracking technologies to measure lead quality 

  • Retool lead nurturing and sales enablement processes for higher conversion 

  • Consult with recruitment teams to share learnings for on-going optimization


In our initial audits, we learned that leads for F.I.U. Online students were converting at a rate of less than 2%. We identified several quick-win avenues for elevating the digital marketing program, including more active management of Google Ads, implementation of tracking and analytics systems, and making creative and communication choices aligned to media channels and audiences.

We approached these opportunities systematically by working closely with the in-house team and using agency resources to overhaul most digital and creative strategies. By working consultatively with the client’s teams, we could support systemic buy-in and a lasting business impact.


Over several years of partnership, Lineout’s strategies for paid advertising, S.E.O., web design, and lead nurturing produced markedly higher interest in FIU Online enrollment.

Online leads jumped 23% annually and fall program enrollments soared 32% in 2019-2020 compared to the prior academic year. Importantly, 65% of enrollments were new learners joining the school, proving a high level of incremental effectiveness to Lineout’s strategies.

  • 23%Online Leads
  • 32%Program Enrollment Increase
  • 65%New Enrollments