BACKGROUND/GOAL
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.
The mandate was clear: identify a broader pool of qualified prospects to sustain and grow enrollments, while simultaneously improving efficiency and lowering acquisition costs.
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STRATEGIC MEDIA APPROACH
Our strategy combined rigorous data analysis with precision media execution to refine CSU Global’s path to enrollment. Key elements included:
• Research: Conducted in-market quantitative and qualitative studies to interrogate the decision-making journey and refine the marketing funnel.
• Segmentation: Analyzed student records by program to detect behavioral patterns and build profiles of ideal prospective students.
• Geographic Focus: Leveraged our proprietary market tool to evaluate opportunities by geography, enabling hyper-targeted efforts.
• Channel Mix Optimization: Assessed media channels by consumption, behavior, and historical response to create a mix that maximized engagement. The strategy spanned SEM, affiliate marketing, upper- and lower-funnel video/audio/OOH, and mid-funnel display/social media.
• Lead Generation: Applied our proprietary EMI platform to deliver more qualified leads into the funnel, ensuring higher conversion potential.
• Modeling: Developed three models to refine focus and efficiency:
• Test Tier Model to pilot new approaches.
• Scoring State Model to rank and prioritize opportunities.
• Lifetime Value Model to align targeting with long-term student value.
These insights informed both upper-funnel brand awareness efforts and lower-funnel performance media, creating a balanced approach to growth.
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.
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.
RESULTS ACHIEVED
Within the first months of execution, CSU Global saw measurable gains across key performance indicators, with continued quarter-over-quarter improvement. Results included:
• Launched nine new degree programs, expanding the institution’s offerings.
• 35% increase in application conversion rates, moving more prospects into enrollment consideration.
•23% increase in enrollment conversion rates, improving ROI across the funnel.
• 16% reduction in cost-per-application and 6% reduction in cost-per-enroll, driving greater efficiency.
