Case Study: Conversion Program

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Objective
The conversion program was a concentrated content marketing campaign created to convert accepted students into enrolled students. The multi-phase strategy sought to:

  • Build community among accepted students

  • Engage students with low-risk, fun content

  • Stimulate conversation

  • Provide access to insights from current students and admissions counselors

  • Encourage deeper levels of participation and education

  • Influence action

Tactics
WP utilized Facebook, Twitter, Instagram, and Snapchat to create and share photos, videos, gifs, student stories, and internal and external news stories generated by the Marketing and Public Relations team to create an overall sense of the William Paterson experience. Initiatives included:

  • Will. Power. Hours – Student ambassadors answered questions and shared personalized insights during a live, interactive Instagram Q&A

  • Takeover Tuesdays –  WP students representing a variety of academic backgrounds and extracurricular interests “took over” the WP Admissions Instagram account to showcase a day in the life of a William Paterson Student

  • Future Pioneer Fridays – Introduced accepted students through a photo and short Q&A

  • WP Fun Fact Infograms

  • WP Trivia and Polls

  • Class of 2024 Facebook Group — Exclusive group for accepted students

Results
The conversion program was extremely successful, meeting or greatly exceeding all stated goals.

  • Goals:

    • Grow membership of the Class of 2023 Facebook Group to more than 900 members

    • Drive more than 500 organic engagements (@ replies, comments, shares, direct messages, etc.) from target audience

  • Results:

    • The class of 2023 Facebook Group reached exactly 900 members

    • Organic social media content generated more than 2,500 engagements, 5x the initial goal

Highlights and Examples