Case Study: Advertising the University of Georgia Online Degree Programs

By: Wesley Rupar | Categories:Case Studies
UGA Online Fall 2020 Case Study

Flight Dates: August 1, 2020 – January 31, 2021

Degree Programs Promoted:

  • Master of Food Technology
  • M.S. in Foods and Nutrition, Community Nutrition
  • Graduate Certificate in Nonprofit Management and Leadership
  • Master of Social Work
  • Master of Music Education
  • M.S. in Pharmacy, International Biomedical Regulatory Sciences
  • Low-Residency MFA in Narrative Media Writing
  • Master of Science in Financial Planning
  • Master of Science in Comparative Biomedical Sciences

Over 630+ Leads and Conversions Generated from Digital Media Activations

The crowded and competitive higher education digital advertising space has reached a crossroads. Traditional higher education institutions need to adapt to meet new demands brought on by a worldwide pandemic while traditional students are now heavily considering equivalent online instruction. Universities and colleges that had previously focused on online programs are experiencing an increase in competition and a greater need to differentiate their programs and find innovative solutions to reach potential applicants. Digital advertising and marketing is the most direct and cost effective way to drive immediate engagement for online programs.

Prior to the start of their July 1, 2020 fiscal year, The University of Georgia Online was looking for a new agency partner to help strategically navigate a crowded media space, drive applications, increase engagement and manage multiple graduate programs; each geared toward a different audience with different application deadlines.

Orange142 focused on tactics that qualified users in order to find audiences most likely to convert and ultimately apply. The primary tactics for all nine programs consisted of In-Need targeting (leveraging search history and contextual relevance to serve ad messaging), Facebook lead generation, and paid search. Orange142 also created a reciprocal workflow by leveraging retargeting in social channels after a user had navigated to one of the nine programs’ landing pages.

The market for online graduate programs is highly competitive. Orange 142 has helped us reach potential applicants for our unique programs through highly targeted, data-driven digital marketing.

Nancy Byron
Online Learning

Combined, the campaigns maintained a 0.62% Click Through Rate, far exceeding the industry average of 0.35% with some campaigns such as NPML (Graduate Certificate in Nonprofit Management and Leadership) reaching as high as 12.06% CTR. A total of 637 leads and web conversions (and counting) were generated from Orange142’s digital advertising.

Through integration of a proprietary Data Management Platform (DMP), Orange142 was able to create audience segments for each graduate program to identify users most likely to submit an application in order to identify and target more of those same users through a strategy known as audience modeling, or creating look-alikes. At the beginning of 2021, Orange142 activated the audience data and is quickly seeing strong growth and increased engagement for each of the nine campaigns.

To learn more about the success of the UGA Online degree programs or to see how Orange142 can assist with your online marketing activations, contact us today.