Geo-fencing in Higher Education – SAI Digital at eduWeb 2019

I’m happy to introduce myself and my partner
John Buettner from Stevenson University. John is the Vice President of Marketing
and Digital Communications. My name is Ed Neenan and I am the Digital Marketing
Strategist at SAI Digital. We are a digital consulting firm that basically
provides end-to-end solutions in the digital realm from not just building the
websites and landing pages but also developing the marketing plan to
media buys and tactics that drive traffic to the websites that are
actually built. So today we’re going to be talking about geofencing. It’s great
to see so many people here. I guess we’ll put this question in front right
off the bat — How many people feel that they know what geofencing is? Show of
hands… Okay anybody have any questions about what geofencing is not?
Okay…So today we’re going to talk about a couple of things with
geofencing. This presentation is part explanation of
tactic and then the back end of it is much more case study. And then as you see
challenges, discovering the new tactic, multiple audiences — which I think higher
education is certainly faced with these days — I myself come from
inside the higher education industry having worked within a variety of
institutions for about 15 to 18 years. And and so now the landscape has changed.
Industry disruption has made it much more necessary to not just look at
incoming undergraduates but also what they call non-traditional audiences. And
so when we’re talking about multiple audiences, we’ll see how geofencing fits
in with that. And then the results — of course everybody wants to know what the
results are. So the challenge for Stevenson University starts rather
innocently. The task was kind of simple, but not necessarily. How many
people are still using in some respects, depending on the budget or campaign
effort, more traditional forms of advertising like radio or television or
any of those things. (show of hands) Right. what do we know about those traditional methods? Is
that they’re very costly, it’s a lot of “spray and pray” and not a lot of
granularity. So what we needed to find was… Is there a tactic that melds well
with everything else in Stevenson University was doing already — PPC, social
media advertising, as well as some of the traditional advertising — but actually
added a sense of more targeting? That’s where geofencing came in.
Stevenson knew who they’re ideal personas were. Stevenson knew what those
propensities were. Stevenson worked with us us to also identify a couple of things. What
do we know about our audiences, where do they congregate? That’s the
beauty of geofencing is that it allows you to digitally target niche
audiences where they congregate. A bit more about that as we move on. What they
wanted to do was not only just add a tactic that
worked well in the digital realm but also was responsible to a very trusted
companion (holds up mobile phone) which is this — our mobile phones. And so that’s why — the
mobile phones, tablets, and laptops, but predominantly mobile phones. And I’ll
explain why. Geofencing, again, is a granular tactic that allows you to drive
traffic to the top of the funnel, but also identifies who those niche audiences
are, finding out where they are, and serving their messages to them while
they’re congregating in locations that we already know. Geofencing basically
allows you to put a virtual boundary around anything. This conference as a for
instance. You can geofence locations, public events, and basically
any physical location that you can identify. you can geofence. You could theoretically geofence the entire globe, although that
wouldn’t be very granular. So again geofencing is location-based,
it’s precise, and it allows you to target potential prospects across a variety of
different audiences where they are. So this works quite well, as you can
probably guess, for professional graduate student prospects, as well as undergrads,
as well as transfer students, which is based on a couple of
things… we usually leave our devices “location enabled.” I use mine for
mapping and other things like that, or finding a good restaurant last night…
“good restaurants near me.” Alright, so the phone is always most of the time
location enabled. So when that phone and the person carrying it enters through the
virtual boundary of the geofence you then have now geo-captured them. You now
can serve your ads to them. And how does that work? Well once they’re
geofenced… once you’ve captured them, you then have
the ability to serve ads as they go through their phone on breaks, lunch time,
whatever, reading news articles, things of that nature — anything that’s on the
Google ad network. You then have the ability to supersede that advertising
and put your messaging in front of those folks that you geotargeted. It also gives you the opportunity to not only just serve and ad but all the multiple ad
sizes that conform well with the Google ad network, based on device and
based on space availability. So as you can see here is a sample campaign for a
Stevenson University open house. You also see the other important aspect — I
always talk about… Yes, digital gives us an opportunity to think that we’ve
created a set-it-and-forget-it type of tactic, when in fact, we know that we need
to go in and always analyze the data. Through the Google Data Studio,
Geofencing that we provide here, you see this is just one screenshot that
shows which ad size is delivering with what number of impressions and what that
click-through rate is per ad. So that’s to say if one ad is performing much
better than another ad, money can be shifted or to actually
support that higher performing ad. Also it’s a traffic driver… to what?
Dedicated landing pages that you yourself create, or your if you have a
digital partner, they create for you. Best to bear in mind, of course, I know that we
live in a mobile-responsive world, but it bears repeating — make sure that the
landing pages are mobile responsive. And then traffic retargeting.
This is the most important aspect. I think we’ve all been
talking about retargeting in a lot of our conferences, but retargeting in geofencing is especially important because (A) you’ve already
identified the audience (B) you’ve already geo-captured them and (C) now
for a period of up to 30 to 45 days you can retarget message them. That doesn’t
necessarily mean you have to show the same ad that you originally did — the first
touch ad — but then retargeting ads, especially if it’s event-driven. Where as
you’ll see here the first ad talked about the open house that was coming up.
Well alright, that that date came and went, but we still have people that are part
of this geo-fenced audience… it’s also important to say…
once they leave that location they are still geo-captured. So in other
words — let’s just say we were to geofence this conference and everybody leaves
tomorrow — you could very well be seeing ads for the next 30-plus days. So that
gives you that advantage of continually staying top of mind, giving messages that
when someone’s ready to take action they have the ability to do so,
and also build up brand strength as well as the impressions with your
message for your university or college. So getting granular means, for the
case of Stevenson University, first thing we focused on was a couple of
professional graduate programs. Anybody… who is interested more in
professional graduate versus traditional undergraduate? (show of hands) Ok. Alright, this point will be especially valuable. Professional graduate programs
for Stevenson University Online were nursing and healthcare — they were
industry specific. So we looked at targeting hospitals and other healthcare
facilities. Cyber as well as a cybersecurity conference at the
Department of Transportation in DC. Why these locations? Well we already know the
propensity of the audience if they are working in a healthcare oriented field
that they’re probably working in hospitals, that they’re probably working
in physical therapy centers, they are probably working in
ambulatory care centers like the Patient First or whatever those walk-in clinics are. So
again, we know that the professionals are there, we know that the location is
solid, it is trackable, it is mappable, and we also know that the program of interest
that were pushing — not just everything that Stevenson University offers — but a
specific program that’s geared to that audience. And then discussions about
implementing a new tactic… John looked upon geofencing realistically. it
wasn’t meant to be the Silver Bullet that solved all of the recruitment and
engagement and/or outreach problems. It was a tactic that was added to what’s
already being done to basically… hopefully give a lift. (John Buettner speaks) So probably like many of you we do the very traditional things. We’re down in the Baltimore/Central Maryland region. We do radio for sort of broad awareness and branding. We
do Facebook ads with a little bit more detailed level of demographic targeting.
But we’re still missing some things, so we looked at geofencing as a way
to even dig a little bit deeper — and just to go back to the granularity — I want to
make a point, and I’m sure some of you probably already are doing this — for me
it was a learning process. The past year was an experimental year. But one of the
aspects of granularity is alignment at a level beyond just…you have a
program and then there’s an audience out there for it. We looked at and are looking at
things like existing partnerships we have with certain business sectors, hospitals, so
that when you are geo-targeting the the industry, or the people, or the
audience that you’re geo-targeting has been softened up even a little bit more
by some advanced knowledge about your partnership with their
employer and benefits that are included to them such as tuition discounts
or whatever. So to give us a little bit more advantage in the in the alignment.
And we’ve done it and it’s worked well. We sometimes made some misjudgments in the alignment it hasn’t worked well. (Ed Neenan speaks) John, now you mentioned something that I remember that
we were talking about… again having come from higher education, having sat in a lot of those meetings that I think we’ve all sat in,
where there’s always one or two people at the table while we’re having this
conference and saying well we’re going to geo-target these hospitals that are
partner hospitals with us because we offer say, a, tuition discount in one of our nursing programs and someone almost invariably speaks up and says, “Well, we’re already offering them a discounted tuition — why are we only going
invest money in advertising to them?” I’ve heard that conversation. And I guess the answer to that question is you’re offering a tuition discount
and I bet probably handful of other schools in your region are also
partnered with that department or with those facilities and are also offering
some sort of tuition discount. (John Buettner speaks) Indeed, I’ll interject…You probably…many of you have had this experience where you form these partnerships but you’re now with twenty
other institutions and have a partnership with that business
or that organization and they’re not pushing you out among the
other twenty partners they have so geofencing allows you to kind of get ahead of their employees in a way they’re not going to
do it for you. (Ed Neenan speaks) Yeah and it’s also important to note a lot of
digital tactics are considered what are called “pull tactics,” where
when someone is looking for something you may pop up and you hope that you
attract them to your ad. The flip side of that is “push marketing”
geofencing is much more push marketing because, again, someone enters an area
that you’ve kind of identified as… we think we know who you are and we think that we know where you’re going to be at a particular time and in space
and we’re going to push a message over to you that we think may be of interest
to you. So demonstrate “push” and “pull marketing” Geofencing is definitely a
push tactic and some of the advantages… again we’ll go over these — audience
pinpointing, less “spray and pray,” — that’s a term that we all used to use back in the
old days of advertising before everything got really super digitized —
certainly a cost that is scalable and considerably lower the local radio or TV, or other traditional channels that
higher ed tends to use. Niche messaging allows you to speak about programs or
career opportunities, aspirational messages, if not on the ad side certainly
on the landing page side — that hopefully speaks directly to the audience that you
that you’ve targeted — and then lastly the ability to again retarget these geo-captures reassuring top-of-mind click-through ability, and also
follow-up — the ability that if you can move someone to the landing page this is
where the traditional side of what we do in higher ed marketing they can fill out
the landing page now they come into the funnel now hopefully your processes on
the inside the funnel take over and move them… matriculate them to the next
level. To build the effort in geofencing, not too much unlike any other marketing
process. It’s good to know your audience and the locations. Timeline your campaign
especially important if it’s for an event that is date sensitive. You want to look
at where that date is if you already know that in geofencing you’ve got 30
to 45 days of active campaigning — assuming that you’re just doing a one-shot
campaign — you can run it for as long as you need to. In fact, a little further
down the road I’ll talk about a multi-month program that John and I are working on. Develop strong assets for your first
touch and retargeting, And the assets, of course, not just the ads but also the
landing page. Assign tracking code UTMs. Everybody’s using UTMs for their URLs now, so we want to make sure that we can track it. But in
addition to tracking things through Google Analytics remember, through the
analytics that are provided during campaign — live information during campaign — you can
also see progress in Google Data studio. And then you’re going to launch,
re-test, evaluate, and then refine, and move it back out. Again, John alluded some of
the hunches are just that…hunches. Marketing is not an exact science.
Anyone that tells you that it is is probably not telling you the truth. And that it requires other things like A/B testing and things like
that. Geofencing allows you to do that as
well. You can A/B test to confirm that one ad versus another ad… geo-target a couple
of locations with ad A… geo-target a couple locations with ad B… see what the
performance is like as you’re looking at data during the campaign,
realizing that — “Wow! ad B is actually out pulling ad A — let’s shift
all the assets now to the ad for the B portion — make that now the A-B
portion and use that continuously across the campaign. Landing pages — a couple of things to bear in mind — clear navigation… want to make sure the information is easy
to find because in that nano-second not just the information but also the whole
psychology of it — does the ad itself when they land on your landing page… Are the color
schemes the same? Is the type the same? Is there a call to
action that the ad inspires that has also been answered on the other side with the landing page? Making sure then that it’s mobile responsive. Making sure
that your call to action is very clear and easy to find. And in the case of even
undergrads — I’ve sat in a lot of meetings with underground admissions folks and
and in open houses — so it’s not just graduate students that are interested in
career advancement but also the parents and the undergrads.
I mean it kind of blew me away when I started sitting in some of the open the
houses when I was working at Widener how parents were asking about their son or
daughter how quickly are they going to go to co-op are they going to co-op in
the first year because I want to make sure that what I’m paying for and what
my child is learning is actually already being applied in a work
environment the experiential aspect of things. So it’s important to also make
sure that you’re covering thoughts about what the career implications are.
Multiple audiences in geofencing… Primary audiences include — just kind of talked
about this a second ago, prospective traditional undergrads — high school juniors and seniors and their parents, prospective transfer students — associate
degrees to your schools with articulation agreements — and again, this
goes back to me having a partnership particularly articulation agreements
with community colleges are very much like a partnership in that someone may
say, “Well, we already have an articulation agreement with Cecil Community College, why would we go ahead and advertise?” Because
you still need to move them off the dime and over to your side of the
consideration. So you could theoretically geofence a Community College and move
your message to complete your degree at ‘my university.’ And then lastly,
prospective graduate students — professionals and working adults with
part-time degree needs. In the case of Stevenson University, again, we’re going
to look at one of the campaign’s that we ran for their programs in healthcare.
We geofenced all throughout the Greater Baltimore area, nearly 20
hospitals and outpatient facilities, and we evaluated the campaign
to look at information that looks much like this. In week 1 of a month-long
campaign, again nursing and health care management programs, and again this is
just week one… 53,000 targeted impressions — and targeted is the key word
here — there’s a difference between a targeted impression and an impression.
Let’s make sure that you know we bear that in mind. So what you realize is that
you’ve made the decision that these people are probably your prospect. Week
1 — 94 targeted click-throughs at an initial cost of $128. Now, before you
gasp it’s interesting to note that the average cost-per-click for a display is
$150 or more. So right off the bat for week 1 we’re already besting the national
average. Moving forward through the campaign toward the end of the campaign
we’ve had half-a-million impressions, 750 targeted click throughs, and now that
average cost-per-click has dropped by the end of the campaign to $16. So you
can see that it is scaleable, you can see that it is certainly cost effective.
And then switching to undergraduate efforts — this is what I was alluding to
earlier — Stevenson University is working with an undergraduate outreach campaign
that is like, what? Month three to four? (John Buettner speaks) Yeah, we’re month three or four into a campaign that is
focused on students who are traditionally underrepresented on our
campus. So we obviously want to get more inquiries and have more visits and
more enrollments. So we are trying this outside of our SUO — our Stevens University
Online — which is focused on adult students. This is the traditional undergraduate
prospective student or the parent. (Ed Neenan speaks) Yeah, so week 1 traction, again week 1… we’re in month three or four, this is a six month campaign. Each month messages were similar but were somewhat
different and changing it different a slightly different call to action. Week
1 traction — 133,000 targeted impressions, 171 clicks, and a click-through rate of point one three. According to Google the average click-through rate on
a display ad is point zero five, so again when you’re looking at this
as just data that’s a really good… a really good result. And again, with the
Google Data studio the analytics that you see in real time also show you with
geofencing how your campaign is performing across different devices. Of course
I don’t think any of us at this at this point, would be surprised to see that more than 100,000
impressions are coming through on mobile and then the rest of the impressions
that you see — the remaining 33 thousand impressions — are coming between laptop
and tablet. Now we move to week 6 of this same campaign — a 6-month effort —
in week 6 we’re up to 825,000 impressions, just about. 950 targeted clicks, and now this new word pops up “geo-conversions.” Well
this is now the benefit of geo-fencing that you can’t do with other
digital tactics because geo-conversions are tracking the people that you
initially captured through your geofence and now they’ve actually
come to campus. You can actually see — it’s like I can tell you these 33
geo-conversions are people that actually were targeted originally in the campaign,
at some point over the first 6 weeks here and made it to campus. How do I know? Because we’ve geofenced our campus. (John Buettner speaks) I just want to mention to correlate with that
there’s also on our site there are site conversions out there too — request for
information, request to make a visit, things like that. (Ed Neenan speaks) So now the geo-conversions — these 33 geo-conversoions are coming in about $255 a geo-conversion 3.5% geo-conversion rate, but
the most important thing is that — and again, I can’t tell you how many
admissions people have said to me, “If I can get them to campus there’s a 95% chance I can close them.” And when you look at that — what’s going to give you the better
opportunity is advertising where you can actually see people have come to campus
based on the messaging you delivered to them. Now — I just pulled these numbers this morning by the way — I didn’t get a chance to tell you this, but now the number of Geo-conversions — we’re up to 112 geo-conversions to the Stevenson University campus and that’s as of this morning at 8:30. So this campaign that has been
running for the last three-plus months now has generated 112 people who have
come from various locations we geofenced to Stevenson University campus. (question from the audience)
Yeah… Good point — you really can’t
necessarily apply that to that. Again, geofencing in this case works with the
the bricks and mortar traffic. But what you can do with geofencing in the
online world — because we look at this — a lot of times how Stevenson uses some of
the graduate programs is when we’ve got a representative, say, for an online
program going to a location — I don’t know far and wide your graduate admissions reps travel but you can use geofencing to announce
if they’re going in the other location a particular time — and that’s
interesting, I’ll put the next slide up… (John Buettner speaks) I’ll just stop and make a note on that… so obviously from the traditional undergraduate, getting them to visit
campus and begin to engage is a more important part of the process than the
adult student. Although one of the things we try to represent to the
adult students is that we are a bricks and mortar institution, but not in some
industrial park somewhere. So but point back to what Ed said and what I said
several minutes ago, this — I think the term we use is synergies on the
adult education side… the online side… is seek the synergies so that you have someone on site at a partner… you blast in advance geofencing ads–
we’re going to be there and you can see us on site, or you can
register for a consultation online or by a text, or whatever, at a more convenient
time to you. So that’s how we… that’s how we’re trying to create engagement at
the adult masters and bachelors with degree level versus the traditional
contact (Ed Neenan speaks) Right, and then again the retargeting takes place after after
that visit is finished and if you missed us — no problem — happy to have a
consultation when you want one. That might be what some people prefer anyway. The Halo Effect… we are as an industry kind of seeing a great deal of stealth
activity — a lot of activity that really, really is hard to pinpoint. And I know we’re all under the gun and we speak to the people who hold the strings to the budgets… They want to know, what’s this traffic tied to? And with stealth activity somehow somebody just goes right to app and they’re in your funnel. So the Halo Effect is something
that I like to look at that not only addresses stealth activity, but in
some ways helps you for those meetings where we can’t pinpoint this but we have
a pretty good educated guess that because we’re using this tactic or
another tactic that is giving us a lift in stealth activity. Geofencing was
added to the digital marketing plan that included google ads and some paid social
for Stevenson, and so I’m speaking with with one of John’s staff members
about… “Well, what are you seeing in weeks that you didn’t do
geofencing for certain programs versus weeks that you did? Did you notice a
difference?” He said, “That’s really funny you would ask that because in weeks that
we ran geofencing we got about 60 to 70 inquiries a week that
we’re not necessarily tracked to the geofencing. But in weeks that we didn’t
run geofencing had dropped to about 30 to 40.” So we’re looking at a 50% shift either way. (John Buettner speaks) Indeed, we just were looking at year over year numbers for our students at
the university online and this past year since they started fall September
really of 2018 when we begin to introduce geofencing tactics into our
marketing mix we have generally seen about 11 percent increase in traffic to
our website and about 16 percent increase in inquiries. And really the only
major difference year-over-year in our use of
different marketing channels is the introduction of geofencing. There’s some
other things we turn on or turned off but as far as big broad major marketing
types of activities geofencing was the clear difference year over year. (Ed Neenan speaks) To be fair it’s easier to be able to make that assessment when you’re only maybe adding one tactic at a time, but again, because nothing in digital is set-it-forget-it… we all should be continually evaluating what’s
happening with our campaigns, and one way to see a difference is evaluating all of
your tactics and being able to see — “Look, we’re getting a little lift from this…”
And you can still see that in analytics. “We’re getting more from this…not so much
of a lift from this…” and I think John even said that in some
respects with certain programs PPC just didn’t work. Or didn’t work as well as you would hoped it had. Dare to say that it still helps build brand. (John Buettner speaks) Yes, but I will say this and there’s sure that people
here are having successful pay-per-click and Google ad strategies with
their institutions. For us it’s kind of tepid. I see things like geofencing
and some other things that we do as more productive for our market than the
traditional Google ads, pay-per-click, search engine marketing. (question from the audience about explaining stealth activity) So, when you’re running a lot
of programs, a lot of advertising programs and
traditionally if someone clicks through something you would expect to be able to
see that track go all the way through all the way into the top of the funnel
or possibly depending on how sophisticated you’re tracking is, all the way
through the end of the funnel to matriculation to enrollment. Stealth
activity is where you’ve got people going directly to application even
though you ask them,”How did you hear about us?” And even though they click, there’s
really no way of scientifically tracking an applicant to something that you’ve
done. And so again… (John Buettner speaks) It’s the problem of attribution, that’s the point of it to some degree, as well as other things. (question from the audience) Yes… …You showed some results from display and some from Google and from social… so is the majority from display or is
the combination? (Ed Neenan speaks) Geofencing is by and large traditionally a
digital display ad and trackable unlike what you’re doing in Facebook or
Instagram or anything like that, so when the numbers of showing in other words
when we add the geofencing to a broader a broader campaign that included social
media, that maybe included pay per click, the geofencing the numbers actually were
accurate and also were again if you look at what Google is saying that thing is a
point you’re making looking at what Google was saying was the average for
the display ad clicked and the Google ad network versus something that was
hyper targeted through geofencing that’s where the disparity was a point zero
five if it’s generic Google Ad Display versus geo targeting which was in the
case of this particular campaign point one three. So, did I answer your question? Ok. Any other questions? Needless to say again it’s marketing so we’re always
going to refine we’re going to test we’re going to look at the analytics
we’re going to do things that would continuously improve what we’re doing and how we’re doing it. So again, you need campaign make sure we’re always looking at the data to
create benchmarks. Benchmarks are… we’d like to think that they’re stable.
But a lot of times benchmark change. Benchmarks change based on a variety of
things. I remember when I was at Widener University they were the first institution that came out with a bachelor’s degree — first in the region — came with a bachelor’s degree in robotic engineering. That is a benchmark
changer and so again always keep in mind of changing benchmarks but setting those
benchmarks and using them as a measuring stick. Making iterative changes
throughout the campaign — again if you’re A/B testing ads in a geofencing effort
and you notice that one Ad set is performing better than the other ad set,
consider moving those resources to say the B ad out performing A ad…
moving the B ad to the A category. Analyzing data — that’s a
mainstay. Keep you messaging relevant to your audience — You’re never going to be
all things to all people, but you can be something really, really important to a
certain select audience. And then govern what it is that you’re doing. This is
where having a partner that will give you information and intelligence that
will help make you make more informed decisions, as well as relying on their
staff. I mean, I think a lot of schools now have brought in data analytics people
somewhere different universities couple that I’ve worked at have had those …and
rely on those people to also kind of like… “Well I see what the data says, but what does
this really mean?” And actually had a consult with with their colleagues to
make sure the governing your marketing properly. Geofencing
takeaways I hope that the presentation shows a couple of quick things… (A) that it
works (B) it’s a low cost per thousand compared with a lot of other tactics you
could deploy (C) it is easy to implement. It sounds like there’s a lot going on with
is relatively easy to implement with the right partner and the right data and
right smarts (D) and that it produces results very similar to what Stevenson University has realized and in the last year. John, do you have…is
there anything else that you want to offer? (John Buettner speaks) I just again want to go back to the point that it’s a bit an experimental year for us we’re probably a little late on the uptake
of this strategy but like everything that I think part of the learning curve
for us is (1) choosing demographic targeting and with the geotarget so
again know your audience, know your product, is this going to be likely received well? I’ll tell you of a big miss we had and a great success we had.
The big miss was we have a… well, this isn’t the miss part but we have a niche in
our around online programs in masters and some bachelors computer programs
that are focused on the fields of forensics — not only forensic science and
CSI but the more legal aspects of forensic — forensic investigations,
forensic accounting, cyber forensics, and these are our degrees these are programs
that would people who work in the federal agencies
and auditing accounting obviously in banking and finance but in defense many
different industries. So we we tried to use a synergy that we had but we made up
we made a miscalculation the synergy was this US Department of Transportation
cyber cyber crimes cybersecurity conference that was being held in DC. Our
business development associate secured sponsorship, found a table there,
we produce materials for that, and we decided the geofence it as well. But we got no inquiries out of it. May have little awareness we definitely have
two people stopped by the table and say they saw our ad as an incentive in it
which was come higher table and you get you know in free raffle $100 Amazon gift
for the $50 Amazon gift card but the fact was is the conference was for
professionals in an area in Washington DC where advanced degrees were already
held by many of these people because they were mid or high level managers
administrators in federal agencies. So bad choice in demographics. We tried it
was it was limited I don’t think it was much of a loss for us but it was a good
lesson. Fast forward to a couple of weeks ago we did a program with a partner and our DBA — our business development associate — was going to be on site of this partner’s — four of
this partner’s hospitals in the Baltimore region and he was going to be there a
couple hours and have an information table and and talk to staff about the
partnership and what degree programs that can offer them…nursing and
healthcare degrees are largely the interest here but others also apply. And
pulled out some preliminary data that that campaign finished about a few days ago and we’ve gotten 44 inquiries out of those partnership
visits. But talking with the DBA some of those inquiries are coming from
online or through contact by phone or text… the DBA didn’t get 44 inquiries on
site — I think it was the geofencing but it put the awareness there at a time for
our fall admission cycle that we’re here we have programs and we have a discount
and we’re local — we are bricks and mortar and we can support you so those
synergies I think worked in a short-term campaign, and we’re going to repeat things like that in the future. Again we’ll continue
to test this, watch the numbers, watch the cost per inquiry, watch the cost per
enrollment, but right now it fits well within our marketing budget and we’re
going to continue. (Ed Neenan speaks) OK, one quick thing this presentation and some other data
are going to be put together into what we like to call the playbook
and we would love to be able to talk with you and share more information with
you about whether or not geofencing is a good tactic to add to what you’re
doing SAI Digital is over the table number
five. Does anybody have any other questions at this point?
No? Enjoy the candy, enjoy the rest of the conference and thanks for your time today. thank you very much.

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