Given the extended buy-cycle of these specialist programs – with some taking as long as two years to enroll a student – Bloch sought a large, steady volume of qualified leads to feed their enrollment funnel. Annodyne was brought in to complement existing internal enrollment efforts.
The focal point of campaign optimization strategy in year two was the introduction of Hypermessaging, which combines advanced customer targeting and personalized content that is delivered by LinkedIn InMail. This tactic yielded more than 100 qualified leads in the first four weeks of deployment. Altogether, in the second year of the campaign Annodyne generated 430 qualified leads (a 21% increase) and reduced the CPL to $148.
The leads generated by Annodyne for the UMKC Bloch programs generated 14 program enrollments and a further 10 application starts (students in the enrollment funnel awaiting admission). This represented approximately 20% of the total annual number of students that ultimately attend the Bloch programs.