Maharishi International University

Growing the BA in Sustainable and Regenerative Living Program

BACKGROUND

A University Unlike Any Other

Maharishi International University (MIU) is renowned for its consciousness-based education, emphasizing personal growth, sustainability, and well-being. Through its unique block system, students focus on one course at a time, allowing for deep learning and personal development. MIU also promotes organic vegetarian food, meditation, and inner growth, creating a holistic educational experience.

THE CHALLENGE:

MIU faced challenges with low enrollment and engagement in their online BA in Sustainable and Regenerative Living Program (also known as MIU Regen). With the university marketing team prioritizing high-ROI programs, lower-performing programs are left with little support, making it more difficult to attract and retain students for those programs.

An outdated and non-user-friendly program page further limited engagement and enrollment for MIU Regen. Limited awareness of MIU's unique consciousness-based education and block learning system also appeared to be causing confusion around the university's brand, thus negatively impacting interest among prospective students.

Goals

MIU's goal was to increase enrollment steadily over an 18-month period, hoping to grow by 20 new students within 12 months and 30 additional students in 18 months.

Enhanced Brand & Content Strategy

Increased Visibility & Lead Retention

Convert More Prospect Into Enrollments

THE SOLUTION:

To improve conversions, Maharishi International University needed a targeted marketing strategy, website enhancements, and better support for struggling programs like MIU Regen.

Greenstone Media provided a strategic marketing approach to help MIU increase enrollment in their online MIU Regen program. They received an Enrollment Growth Blueprint (EGBP) to optimize recruitment efforts and an enrollment funnel to improve lead conversion for the BA in Sustainable and Regenerative Living Program (MIU Regen). They also worked with Greentone to implement paid advertising strategies, including Meta Ads campaigns, to drive targeted traffic and boost awareness and engagement for the program.

Enrollment Marketing Funnel

Their program page was not up-to-date and a bit difficult to navigate, making it more difficult for users to find the correct information and take the next step toward enrolling.
So, we designed and built a new landing page using a proven framework to maximize conversions.

We drove traffic to this new landing page, instead of the outdated program page, via email marketing and Meta Ads campaigns to help ensure more traffic would become captured leads and, eventually, enrolled students.
The optimized landing page served as a pivotal piece of the enrollment funnel for the MIU Regen Program.

To help build their contact list and keep MIU Regen top-of-mind for any leads not quite ready to enroll, we worked with them to create a digital guidebook to serve as a lead generator. Now, anyone who visits the landing page can opt in and receive a handy guide with more information about the program.

While the university provided periodic nurture emails to leads and applicants, these were general and not program-specific. The contact list in MailChimp was also not frequently updated, preventing list growth and hurting list health and engagement rates.

So, an automated email campaign was set up to nurture any lead who downloaded the ebook, ensuring no lead slipped through the cracks and saving the busy MIU staff from having to follow up manually every time.

A regular nurture email cadence was also established to continue nurturing any leads and applicants who had yet to make a decision towards enrolling.

Meta Ads Campaign

While there wasn’t enough search volume to justify SEO or Google Ads at the time, an active audience on Facebook made Meta Ads ideal for increasing program awareness, retargeting and lead capture, and driving enrollments. In just 4 months, a healthy cost-per-lead (under $5) was maintained, with a total reach of over 820,000, resulting in 442 marketing-qualified leads (MQLs).

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