Lead Generation Enrollment Campaign for Online Graduate Gerontology Programs

The Opportunity

The McCormack Graduate School’s Department of Gerontology at UMass Boston retained Schneider Associates (SA) to generate leads and raise awareness for the 100% online MS in Aging Services and Graduate Certificate in Gerontology programs. SA needed to educate prospective students about the field of Gerontology, articulate the quality of the graduate programs being offered, and generate leads through digital marketing and the Department of Gerontology site.

The Strategy

SA learned that many students in the program were career-changers who cared for an aging family member and discovered a new calling in the process. SA developed an integrated marketing campaign with branded landing pages, info packet, brochures and digital ads used to promote UMass Gerontology program. Some of the campaign tactics included developing detailed personas to inform campaign targeting, identifying key statistics relating to gerontology to develop a message guide, and creating advertising concepts along with video for social media and programmatic ads.

The Result

SA generated 74 leads in total: 32 for the MS in Management of Aging Services and 42 for the Graduate Certificate in Gerontology; achieved a cost per lead metric that was more than 50% below the graduate program benchmark; and effectively increased traffic to the department website and enrollment interest in Gerontology programs.