FIU Online
FIU Online faced a leadership change that challenged the marketing team to deliver stronger recruitment results. Lineout rebuilt paid advertising channels, launched organic marketing with social media programming and SEO, custom-built high-impact creative assets, and deployed analytics and tracking technologies to measure lead quality. As a result, Lineout drove significant increases in online leads, program enrollments, and new learners joining the school.
- +27%Online lead increase
- +30%Program enrollment increase
- +65%New learners
Client Overview
FIU Online is the digital arm of Florida International University, a prominent public research university and one of the top 10 largest academic institutions in the nation. FIU Online offers a wide range of fully remote programs and courses, providing flexible access to high-quality education and enabling students to pursue academic and professional goals from anywhere in the world.
Services Provided
Google Ads
Facebook Ads
Digital Analytics
Organic Social Media
Call Tracking
Landing Page Development
The Challenge
FIU Online was a well-established innovator in the remote-learning space, but struggled to maintain strong recruitment results. They needed to accelerate lead generation, improve message-to-medium alignment and brand communication, unlock new efficiencies with paid and organic strategies, and implement robust tracking analytics.
Strategy & Execution
In initial audits, Lineout learned that leads for FIU Online students were converting at a rate of less than 2%. Lineout identified several quick-win avenues for elevating the digital marketing program, including more active management of Google Ads, implementation of tracking and analytics systems, and making creative and communication choices aligned to media channels and audiences. We approached these opportunities systematically by working closely with the in-house team and using agency resources to overhaul most digital and creative strategies. By working consultatively with the client’s teams, Lineout could support systemic buy-in and a lasting business impact.
Tactics
Rebuild paid advertising channels
Launch organic marketing channels with social-media programming and SEO
Custom-build high-impact creative assets optimized by program and by school
Collaborate with internal teams to align messaging across media channels
Deploy analytics and tracking technologies to measure lead quality
Retool lead nurturing and sales enablement processes for higher conversion
Consult with recruitment teams to share learnings for ongoing optimization
Results
Over several years of partnership, Lineout’s strategies for paid advertising, SEO, web design, and lead nurturing produced markedly higher interest in FIU Online enrollment. Online leads jumped 23% annually and fall program enrollments soared 32% in 2019-2020 compared to the prior academic year. Importantly, 65% of enrollments were new learners joining the school, proving a high level of incremental effectiveness to Lineout’s strategies.
- +27%Online lead increase
- +30%Program enrollment increase
- +65%New learners
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