Bryant University

Challenge

Bryant University wanted to increase the efficiency of their paid media campaigns by ensuring that they were spending media funds effectively in the right channels to attract prospective students to apply and enroll at the University.

Solution

Zozimus and the Bryant University communications and admissions teams are currently in the midst of their third enrollment cycle working together, having driven strong results cycle after cycle, even amidst the COVID-19 pandemic..

After an initial cycle of auditing and implementing best practices to improve overall efficiency, Zozimus built additional campaign layers and techniques to deploy an innovative and data-driven strategy to help Bryant University meet its enrollment goals. This included data modeling and data-driven targeting to reach the right prospective students with well-calibrated messaging.

EXECUTION: Virtual Tours

In the very early days of Pandemic, the Zozimus analytics team identified a surge in “virtual tour” searches, with search volume increasing over 160% in the last two weeks of March, 2020

Working with the Bryant University communications and admissions teams, Zozimus developed a coordinated effort to shift focus away from Bryant’s traditional messaging around campus tours. Instead, we rapidly pivoted campaign media, creative and messaging to capture this in-market shift and drive prospective students toward previously-underutilized virtual tours and onward into the enrollment funnel.

RESULTS

Results included reducing the traffic cost per session (33% under budget), and generating 1,864% more tours YoY, 366% more leads YoY and 602% more conversions YoY. While so many peer institutions experienced devastating drops in enrollment for Fall 2020, Zozimus helped Bryant weather the storm and significantly prevent similar enrollment drop-off.

EXECUTION: Bryant Student Model

Bryant provided Zozimus with four years of admissions data, so that we could build a Bryant Student Model. That allowed us to build data-driven campaign targeting by fields such as zip codes and the most effective and desirable markets for Bryant to advertise in. Using this model Zozimus was able to:

• Identify under-budgeted and over-budgeted zip codes and re-allocate media dollars to increase conversions (without decreasing performance in the well performing zip codes)
• Understand the competitor influence on recruitment and allocate media dollars appropriately
• Identify the sweet spot for where and how to find a Bryant student

RESULTS

Efficiencies included further cost per session and cost per inquiry reductions (18% and 17% YoY respectively) and a drop of 50% YoY in the overall sessions required to meet inquiry goals.