Media Logic Optimizes Student Recruitment Marketing for Cornell's Johnson School Executive MBA Programs
Preliminary results illustrate that Media Logic's proprietary Marketing Optimization System™ drives growth in enrollment and generates planning insights for Cornell's Johnson School Executive MBA Programs. Media Logic's white paper profiling the Johnson School at Cornell University's Marketing Optimization System - The Marketing Optimization System for Higher Education is available for download at www.mlinc.com/optimize.
Albany, NY (PRWEB) May 30, 2007 -- Media Logic, a leading higher education marketing firm, and the Johnson School at Cornell University today announced the preliminary results for this year's Executive MBA recruitment program. The results marked the first time the school's multi-channel campaign was supported by Media Logic's Marketing Optimization System™, which enabled a 25% lift in applications and an anticipated 25% increase in enrollment -- as well as a decrease in the cost per lead by a factor of 5 times over last year's student recruitment campaign.
Grounded in real-time Web analytics, analysis and refinement, audience segmentation and automated marketing, Media Logic's proprietary Marketing Optimization System™ was customized to meet the Johnson School's unique business objectives. In this case, the primary goal was to monitor every aspect of the media mix -- including print, radio, rich media, e-mail and pay-per-click -- to determine which channels were driving the most qualified leads and identify the ideal time placement, creative content and geographic boundaries for each of those channels.
The Marketing Optimization System™ also tracked the performance of conversion paths from the initial point of entry, in this case a microsite, through lead-nurturing events and, ultimately, application and enrollment. Real-time metrics enabled the Johnson School to better understand the behaviors of different audience segments -- such as what specific content motivated them to take action, where abandonment occurred, and why. Finally, closed-loop reporting allowed the Johnson School to correlate media origin with enrollment -- providing valuable insights into the student recruitment campaign, from end to end.
"Media Logic's Marketing Optimization System™ enables us to be proactive in our efforts to acquire qualified leads and convert those leads more effectively," said Tom Hambury, director of the Executive MBA program at the Johnson School at Cornell University. "We can understand which media channels drive our most valuable leads, down to the time of day or day of the week, and we can serve interested prospects the information they are looking for in real time, improving the experience they have with our brand. The automated marketing component has also freed us up to focus our personal outreach on the most qualified candidates."
Since implementing the Marketing Optimization System™ on behalf of its Executive MBA recruitment efforts, the Johnson School has also gained a new understanding of prospects' media preferences, information thresholds and conversion paths - enabling them to execute more targeted and efficient marketing initiatives with every new recruitment cycle.
"We're delighted to be able to provide our higher education clients with a more proactive and accountable approach to student recruitment -- one that gives them unprecedented control over their marketing resources and their ability to impact ROMI," said Janet Hiser, account supervisor at Media Logic.
As of the date of this release, the Johnson School's recruitment cycle is still underway. Media Logic expects to have final campaign results by mid-summer 2007.
For more information about Media Logic's Marketing Optimization System™ and to schedule a demo, please visit www.mlinc.com/optimize.
About Media Logic
Media Logic is a strategic marketing and communications firm specializing in brand development, revenue generation, marketing planning and integrated communications. Founded in 1984, Media Logic is headquartered in Albany, NY, with a West Coast office in Oakland, CA. With annual capitalized billings in excess of $63 million, the agency provides marketing services for a wide range of industries. Higher education clients include Binghamton University, Hofstra University, Excelsior College, Monmouth University, State University of New York College at Plattsburgh, the Johnson School at Cornell University and Purchase College. Media Logic is ranked by Advertising Age as one of the nation's top 200 advertising agencies. Visit www.mlinc.com for more information.
About the Johnson School at Cornell University
The Johnson School at Cornell University, founded in 1946, is Cornell's graduate school of management. The Johnson School combines leading-edge intellectual capital with "real-time, real-world" business practice and is among the top business schools in the world. Opportunities for experiential learning, such as immersion programs and student-run venture capital funds, distinguish the Johnson School's curricula. Programs include MBA and doctoral degrees, a 12-month MBA option for students with advanced degrees in science or engineering, and two executive MBA programs. The Johnson School is located at the center of Cornell University - the largest of the Ivy League schools and one of the world's top research institutions. For more about the Johnson School please visit: www.johnson.cornell.edu.
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