USC

Advertiser: USC Marshall

Agency: Prove

• Challenge
o As a newer Master’s program at USC, the primary challenges USC GSCM faced include:
o Increasing new applicant acquisition
o Accessing valuable data related to applicant behavior
o Accurately measuring the lead-to-completed application cycle
o Effectively communicating with prospective students in order to keep USC GSCM top of mind.
• Approach
o Prior to defining campaign efforts, Prove worked with the client to outline USC GSCM’s audiences, student stories, and competitive advantages. Based on learnings from this initial discovery stage, Prove moved forward with a robust digital acquisition execution though the following channels:
o Paid Search
o Paid Social
o Remarketing campaigns
o Email
o Webinars
o Landing page testing and optimization
o Monthly optimizations based on continuous learnings
• Results
o We were able to generate high-qualified leads for the admissions team, and decreased cost-per-lead by 86.8%.
o In addition, we were able to map the number of digital touchpoints required to convert a lead from prospective student to completed applicant.
o By comparing online channels, highly qualified prospective students are better acquired through digital paid channels. Compared to leads that were acquired via organic search and networking events, prospective students from paid channels converted into completed applicants at a 45% higher rate.