{"id":5057,"date":"2025-09-22T05:34:07","date_gmt":"2025-09-22T10:34:07","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=5057"},"modified":"2025-09-22T05:34:08","modified_gmt":"2025-09-22T10:34:08","slug":"increasing-enrollments-with-enhanced-targeting-and-performance-media-for-csu-global","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/increasing-enrollments-with-enhanced-targeting-and-performance-media-for-csu-global\/","title":{"rendered":"Increasing Enrollments with Enhanced Targeting and Performance Media for CSU Global."},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        <strong>Increasing Enrollments with Enhanced Targeting and Performance Media for CSU Global.<\/strong>                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/usim\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        USIM                                        <span>New York City, United States of America<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/data-analytics-case-studies\"><button class=\"custom-button\">Data Analytics<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/media-buying-planning-placement-case-studies\"><button class=\"custom-button\">Media Buying \/ Planning \/ Placement<\/button><\/a><a href=\"\/work\/sem-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">SEM<\/button><\/a><a href=\"\/work\/seo-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">SEO<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">BACKGROUND\/GOAL<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">USIM has built a specialized Education practice, spanning from Kindergarten to Post-Graduate, and CSU Global has long been a valued client within this vertical. As a pioneer in online higher education, CSU Global faced intensifying competition from both established institutions expanding their online offerings and new digital-first education providers entering the market.<br>The mandate was clear:\u00a0identify a broader pool of qualified prospects to sustain and grow enrollments, while simultaneously improving efficiency and lowering acquisition costs.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">STRATEGIC MEDIA APPROACH<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Our strategy combined rigorous data analysis with precision media execution to refine CSU\u00a0Global\u2019s\u00a0path to enrollment. Key elements included:<br><br>\u2022\u00a0<strong>Research<\/strong>:\u00a0Conducted in-market quantitative and qualitative studies to\u00a0interrogate the\u00a0decision-making journey and refine the marketing funnel.<br><br>\u2022\u00a0<strong>Segmentation<\/strong>:\u00a0Analyzed student records by program to detect behavioral patterns and build profiles of ideal prospective students.<br><br>\u2022\u00a0<strong>Geographic Focus<\/strong>:\u00a0Leveraged our proprietary market tool to evaluate opportunities by geography, enabling hyper-targeted efforts.<br><br>\u2022\u00a0<strong>Channel Mix Optimizatio<\/strong>n:\u00a0Assessed media channels by consumption, behavior, and historical response to create a mix that maximized engagement. The strategy spanned\u00a0SEM, affiliate marketing, upper- and lower-funnel video\/audio\/OOH, and mid-funnel display\/social media.<br><br>\u2022\u00a0<strong>Lead Generation<\/strong>:\u00a0Applied our proprietary EMI platform to deliver more qualified leads into the funnel, ensuring higher conversion potential.<br><br>\u2022\u00a0<strong>Modeling<\/strong>:\u00a0Developed three models to refine focus and efficiency:<br>\u2022\u00a0<strong>Test Tier Model\u00a0<\/strong>to pilot new approaches.<br>\u2022\u00a0<strong>Scoring State Model<\/strong>\u00a0to rank and prioritize opportunities.<br>\u2022<strong>\u00a0Lifetime Value Model<\/strong>\u00a0to align targeting with long-term student value.<br><br>These insights informed both\u00a0upper-funnel brand awareness\u00a0efforts and\u00a0lower-funnel performance media, creating a balanced approach to growth.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">RESULTS ACHIEVED<br><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Within the first months of execution, CSU Global saw measurable gains across key performance indicators, with continued quarter-over-quarter improvement. Results included:<br>\u2022\u00a0<strong>Launched nine new degree programs<\/strong>, expanding the institution\u2019s offerings.<br>\u2022\u00a0<strong>35% increase<\/strong>\u00a0in application conversion rates, moving more prospects into enrollment consideration.<br>\u202223% increase in enrollment conversion rates, improving ROI across the funnel.<br>\u2022<strong>\u00a016% reductio<\/strong>n in cost-per-application\u00a0and\u00a06% reduction in cost-per-enroll, driving greater efficiency.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69df5f991e733-3385\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                                            <div 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