Antioch University

About the Client

Antioch University (AU) is a private University that presently operates five campuses throughout the U.S. - Los Angeles, Ohio, New England, Santa Barbara, and Seattle—as well as an online university offering a variety of bachelor’s degree programs.

Antioch University prides itself on creating a learner-centric education; providing students with the knowledge and skills necessary to lead meaningful lives and empowering them to advance social, economic, and environmental justice.

Goal

To increase inquiries via online form submissions and generate further enrollment.

Approach

In 2014, we began our relationship with Antioch University. The relationship continues to this day, but has since expanded in scope and function.

We were initially contracted to standardize and consolidate reporting for Antioch’s five campuses and online property, each of which employed its own domains. In order to enable holistic reporting, we implemented cross-domain tracking and generated roll-up reporting across all campuses. Our Google Analytics implementation provided Antioch’s investors, staff and analysts the ability to evaluate individual campus activities and metrics, as well as the overarching metrics for the University as a whole.

At the start of the engagement, Antioch relied on third-party vendors for Paid Search and Paid Social Programs. The vendor’s utilized proprietary reporting, which AU had been informed could not be linked to Google Analytics. This created insufficient insight for Antioch’s marketing team, depriving them of the ability to independently monitor the campaign results. We were brought on to devise and implement a work-around, to allow for transparency and increased accountability.

As a result of our success, Antioch provided a test for our Paid Search team: manage digital marketing for the Los Angeles campus. Following six months of impressive results, AU decided to consolidate their digital marketing, placing Resolute in charge of all six campuses.

Results

We devoted the annual media budget to a diverse, geo-targeted campaign that leveraged cutting edge search, behavioral targeting, retargeting, and content-targeted tactics. Through carefully defined tracking of “goals” and “events” within Google Analytics, we were able to continuously optimize campaign performance, resulting in a 130% increase in application inquiries year-over-year. Additionally, over the course of our partnership, we have successfully driven career requests up by 40%, while simultaneously diminishing the year-over-year cost per conversion (cpc) down by more than 15%.

Services

  • Analytics
  • Digital Display
  • AdWords
  • Search Engine Optimization
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