Limestone University

Digital Marketing Campaigns for a 21st Century Education

BACKGROUND

Limestone University is an accredited, independent, coeducational four-year liberal arts institution chartered by the State of South Carolina.

Limestone University is a Christian non-denominational institution. Its programs lead to the Bachelor of Arts, Bachelor of Fine Arts, Bachelor of Science, Bachelor of Social Work, Associate of Arts, Associate of Science, and Master of Business Administration degree.  By providing degree programs throughout South Carolina and by way of the Internet, Limestone offers opportunities for personal and professional growth to individuals who may find access to higher education difficult.

BUSINESS CHALLENGE:

Adapting to the marketplace of web-based education, Limestone University was in need of a strategic implementation of identifying and enrolling new students in all Programs.

Challenges & Objectives

Grow Traditional Day, Online, Evening and MBA Programs

Attract New Traditional and Non-Traditional Day Students at a Regional Scale

Optimize Advertising Platforms for Elevate Brand Awareness & Course Offerings

Develop Strategies to Continue to Produce New Students Year-After-Year

THE SOLUTION:

After an extensive research and discovery process, Greenstone Media outlined a digital marketing strategy customized specifically to meet Limestone University's admissions goals.

Identifying Limestone's Target Audience

Traditional Day Program

Age Range: 15-18 years, 35-44 years

 

Gaffney, SC Area Residents

 

Competitor locations within 50-100 mile radius

Online & Evening Programs

Age Range: 25-34 years, 35+ years

 

Students within a 100 mi radius

 

Focus on competing areas and larger cities

MBA Program

Age Range: 27-34, 35+ years

 

Residents within 100 mi radius of main campus

Traditional Day Program

Target Audience

Age Range: 15-18 years, 35-44 years
Gaffney, SC Area Residents
Competitor locations within 50-100 mile radius

Advertising Platforms

Google Adwords
Email Marketing
Facebook
Instagram

Content Strategy

Focus on brand message terms that target high school students and GenX individuals seeking to attend a 4 year program on campus.  By using high quality written content and effective images, these campaigns focused on topics relevant to these students, such as what careers align with specific majors, time management topics, best restaurants around campus, etc.

Online and Evening Programs

Target Audience

Age Range: 25-34 years, 35+ years
Targets students within a 100-mile radius
Focus on competing areas and cities larger than Gaffney, SC

Advertising Platforms

Google Adwords
Email Marketing
Facebook
Instagram
LinkedIn

Content Strategy

Limestone's brand terms targeted topics relevant to the audience, such as the benefits of continuing ed, career advancement and how to balance school with a full-time job.  These social platforms provided non-intrusive ad experiences and focused the messaging on career development, community engagement, brand development, and value-driven informational content.

MBA Program

Target Audience

Age Range: 27-34 years, 35+ years
Targets students within a 100-mile radius

Advertising Platforms

Google Adwords
Email Marketing
Facebook
Instagram
LinkedIn

Content Strategy

These social platforms provided non-intrusive ad experiences and focused the messaging specifically toward topics relevant to MBA students such as MBA Benefits, career advancement, and business related information.

RESULT:

Within 90 days of launching their digital marketing campaign, Limestone University tripled its conversions for new student applications. For the year, they experienced 2X in new student enrollments for their traditional programs along with a 50% increase in enrollments for both their Online and Evening Programs and MBA Program.

What Our Clients Are Saying

Does a word exist that means even better than fantastic? If not, we need to invent it and apply it to those conversion rates! Great news and loved the results!!

Charles Wyatt

Limestone University

Ready to achieve the growth you deserve?