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ACHE 2016

October 17–19, 2016

New Orleans, Louisiana

Targeted Audience, Targeted Message… Better ROI The “How” & “How Successful” of Microsites and Landing Pages

Wednesday, October 19, 2016 at 9:15 AM–10:15 AM CDT
Royal Salon
Session Type

Thinking (Concurrent Session): 60-75 minutes

Session Description

There’s a reason some of today’s most successful enrollment marketing campaigns utilize microsites and landing pages - they work. Is it their ability to target markets, have a manageable budget and timeline for implementation, or their ability to track campaign performance? Of course, it’s “all of the above” and more. We’ll explore the “nuts and bolts” of successful campaigns including “must have” content for every microsite and landing page, determining key performance indicators, testing to improve performance, using data to optimize enrollment marketing and using a microsite vs. landing page. We’ll present two case studies to demonstrate the power of microsites and landing pages.


Session Focus

Marketing/Social Marketing

Session Audience

Deans & Senior Administrators

Primary Presenter

Jim Paskill, Paskill Stapleton & Lord
Brief Bio

Jim Paskill is currently a principal and creative director with more than 25 years of success in higher education marketing. He has extensive experience in academic advertising, design, and communications programs and has been the primary contact for all PS&L major accounts since inception of the firm in 1986. Paskill grew up in Northeastern Pennsylvania and graduated with degrees in journalism and advertising from Temple University. The PS&L’s project leader for all advertising and media accounts, Jim is far more than a theorist, he works directly with clients and is active in all aspects of a campaign. Jim knows all the pieces of successful brand development and how it plays into enrollment health; including admissions communications, integrated enrollment marketing, brand research and messaging, and the metrics needed to assess implemented marketing plans. Jim develops and implements multi-media enrollment marketing strategies designed at targeting specific segments of the prospective student audience and oversees the PS&L creative team to ensure messaging and creative solutions align with institutions’ brand positions and expected outcomes. He thrives on the vibrancy of the higher education market. “It’s a moving target, reinventing itself almost annually.”

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