Finding Your Focus: A Data-Based Approach to Tightly Defining YOUR Adult Student Target
Session Abstract
Many education marketers target “adults” using off-the-shelf marketing plans with broadly defined demographics and geographies. There is a better way. Employing first-, second- and third-party data you can create a customized, strategic media plan with audience-specific data, tiered geo-strategies and marketing intelligence leading to highly efficient and effective campaigns
Target Audience
Marketing and enrollment professionals within education.
Session Description
Many education marketers target “adults” using generic, off-the-shelf marketing plans with broadly defined demographics and geographies. There is a better way. Through use of first-party school data, second-party industry data and third-party audience data, you can define your target audience of prospective students with the greatest propensity to enroll and graduate from your programs. But that’s not all. Data can also provide marketing intelligence to identify your best-performing media channels, estimated cost of media and expected conversion rates. All of this data helps you develop a customized, strategic media plan that leads to campaign efficiency and marketing effectiveness.