University of Maryland Global Campus
Driving data-powered change in online learning
Challenge
Redefining online higher education for adults
No category is more competitive than online adult higher education that targets working professionals. UMUC (later changed to UMGC) found that their position, messaging and response to their campaigns was plummeting and engaged Havit to redefine their marketing approach.
We had extensive research and a strong attitudinal segmentation in place, so the motivations for adult online education were well-defined. We were also armed with rich data and insights into their student population:
- Working adults, average age 33
- 48% have children
- 37% are first-generation undergraduate college students
- More than half are active-duty military or Vets
- 40% Caucasian/Roughly 30% are African American/11% Hispanic
- 45% Female/55% Male
Solution
Leveraging audience insights to broaden brand appeal
After research and testing, we created an integrated campaign platform, including TV with the tagline “Made for You.” It targeted military personnel, veterans, and working adults, running 12 rounds of TV as UMGC’s main campaign for nearly 4 years.
Shortly after launch, Havit handled UMUC’s name change to UMGC.
Over time, we updated the campaign to feature real alumni and students, making the approach seem genuine and ‘authentic.’ It included out-of-home, print, digital, and radio spots.
Impact
UMGC cuts enrollment costs by 46% with new campaign
UMGC does not share specific results in terms of cost per application, site visits, or enrollment. But our understanding is that this campaign was highly successful, with average enrollment cost reduced by 46% compared to the previous campaign.
