Southwestern University Case Study
A Digital Growth Engagement.
The Challenge.
Southwestern University, a liberal arts institution in Texas, needed to build brand awareness and prospective student interest in order to reach its enrollment goals. Without having previously implemented any enrollment-focused digital marketing, Southwestern needed to identify the right partner to develop a strategy for reaching prospective students and driving them to action.
The Strategy.
Carnegie worked with Southwestern to build a holistic digital marketing plan focused on building awareness and driving conversions in Texas and other key markets, implementing tactics to build familiarity as well as introduce Southwestern to new audiences. Our strategies included Display outreach and Retargeting, paid social media, feeder high school geofencing, and PPC in strategic markets in addition to list targeting for admitted students and inquiries. We also used look-alike targeting to generate interest among prospective students with demographic profiles similar to Southwestern’s student lists. When the University launched a new website, they leveraged Carnegie Clarity to provide highly customized interactions based on prospective students’ specific interests, position in the enrollment funnel, past marketing campaign interactions, and more. As Southwestern’s needs and the landscape of digital marketing have evolved, we’ve continually adapted strategies and campaigns to help achieve the University’s goals, whether for overall annual undergraduate enrollment or specific to priorities like promoting campus visits and specific majors.
The Results
During our partnership, Southwestern enrolled two of the largest classes in the University’s history, and Strategic Marketing Manager Dinah Ritchie attributed much of the success to results generated by digital marketing efforts. The University is now in a position to build on its enrollment momentum and shape incoming classes with students who are a strong fit for the University. As Southwestern continues to pursue its strategic enrollment goals, we’re proud to serve as an extension of their team and a trusted marketing partner.
“Carnegie is able to stay up to date on all the things that change constantly in digital marketing—it’s nice to know our team always has our back and can make our lives easier when we ask for an opinion or strategic insight for a campaign. Our team at Carnegie are partners who I can trust, bounce ideas off of, and who can bring ideas to the table I never would have imagined that can make Southwestern’s digital marketing the absolute best it can be.”
DINAH RITCHIE
Strategic Marketing Manager
Southwestern University
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