Case Study: William & Mary achieves 60% more enrolled MBA students with LinkedIn Marketing Solutions (2.5x lower ad spend)

William & Mary finds MBA leads from LinkedIn drive more ROI than Google AdWords

The Raymond A. Mason School of Business at the College of William & Mary needed to reach two niche MBA audiences—working professionals whose employers sponsor tuition and individuals needing part-time flexibility—while building regional awareness and increasing applicant diversity. Traditional channels struggled to find and engage these highly targeted prospects.

Using LinkedIn Sponsored Content with precise targeting by location, career type and company and ongoing optimization, the school quickly generated higher-quality, more responsive leads. The campaigns converted 21 enrolled students vs. 13 from Google AdWords (over 60% more) while spending 2.5x less, delivered CTRs and engagement rates well above LinkedIn benchmarks, doubled Company Page followers, and produced immediate gains in female applicants and geographically expanded prospects.

William & Mary

Lendora Johnson

Manager, Marketing Planning