Case Study: University of Mary boosts program inquiries with idfive media strategy

University of Mary boosts paid search CTR to 8.55% with idfive

The University of Mary faced the challenge of engaging four distinct core audiences without a splintered approach, particularly in integrating its Catholic identity with the promotion of its state-of-the-art online degrees. idfive, having previously assisted with design and content strategy, was tasked with creating a cohesive media campaign to resonate with these different prospective student motivations.

idfive implemented a multi-channel media strategy using targeted social media for awareness and an aggressive search campaign to drive inquiries. They supported the university's "You Were Made for More" campaign with tailored messaging for specific programs and personas, using custom landing pages to track data. The results were significant, with paid search click-through rates (CTRs) at 8.55% versus a 5.46% benchmark, programmatic display at 0.58% CTR versus 0.20%, and social media placements like LinkedIn at 0.77% CTR versus a 0.30% industry average. This success led to the development of an additional campaign for the university's rebranded MBA program.

University of Mary