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Higher Learning: Energizing Recruitment for an Education Powerhouse

This online university is the digital arm of a prominent state university located in South Florida, a public research university and one of the top 10 largest academic institutions in the nation. It 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. An engaged community of learners and faculty — including distinguished scholars, industry leaders, and experts — attracts high-achieving students from around the world.

Discover how this South Florida Online University achieved remarkable results by partnering with Lineout. Rebuilding paid advertising channels, launching organic marketing initiatives, and implementing tracking analytics for better measurement. Contact Lineout and get help with your digital needs.
Section //Scope

Services
Provided

  • Google Ads

  • Facebook Ads

  • Digital Analytics

  • Organic Social Media

  • Call Tracking

  • Landing Page Development

The
Objective

Increase lead generation and enrollment

Section //Overview

The
Challenge

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

It 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.  

Section //Execution

Tactics

  • 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

The
Approach

In our initial audits, we learned that leads for 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 partnering 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.

The
Result

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

Online leads jumped 27% annually, and global program enrollments soared 30% 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.

  • 27%Online lead increase
  • 30%Program enrollment increase
  • 65%New learners