Persona Marketing Triples Qualified Leads

EXECUTIVE SUMMARY

Case Study: Unity College

Like with any online student recruitment strategy, our challenge with Unity College was this: How do we entice prospective students to visit their website and request more information?

Capturing the attention of millennials is no easy task. In order to get in front of Unity College’s target audience, we knew we’d have to create a fun, interactive way for prospective students to get to know the college, and even a little bit about themselves in the process. From this challenge, Unity College’s Green Careers Quiz campaign was born.

The campaign had 4 distinct goals:

1
Build awareness of Unity College

2
Drive prospective students to the website

3
Acquire email addresses

4
Build an audience to retarget later on

Persona marketing was the most successful strategy in acquiring qualified leads. Compared to traditional targeting methods, the quiz generated triple the amount of leads with the same advertising budget.

3X

Number of leads generated with same advertising budget

33%

Increase in website traffic

11%

Decrease in cost per lead acquired

Implementation

  • Using quiz creation tool Qzzr, we developed an Environmental Leader Quiz aimed at helping prospective students discover which of Unity College’s 16 environmental majors they were most interested in. The quiz was embedded on Unity’s website, where a special pixel captured information about these visitors in order to retarget them later on through social media and SEM ads.

    To get people to the quiz, we ran a series of Facebook ads with green careers messaging to the following 3 audiences:

    1. Prospective Students: general interests in outdoor recreation, environmentalism, nature, sustainability
    2. Video Ad Viewers: prospective students who viewed a previous Facebook video ad campaign
    3. Personas: prospective students with interests related to 8 target personas developed for the college

Results

The Learnings:

 

Our most effective messaging painted an authentic picture of a real career, with images of someone working in the field, showcasing something achievable for prospective students. Additionally, the messaging that performed the best incorporated a strong, direct CTA to take the quiz.

 

Fun Fact: “Outside in a park” or “working with animals” were the most common answers for what this target audiences’ “dream office” looks like.

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