In the competitive landscape of higher education, traditional enrollment marketing often resembles a sprint – a flurry of activity during application periods followed by a lull. But the reality of a student’s decision journey is far from a race. Prospective students research, explore options, and weigh decisions over extended periods, almost always months or even years I length. This is well outside of designated enrollment windows, so this case study explores a data-driven approach that ditches the sprint mentality: the evergreen, full-funnel search campaign.

We’ll explore the benefits of a continuous marketing strategy built around evergreen marketing strategies with a concentration on paid search. By strategically targeting relevant keywords across all stages of the student journey – from initial program awareness to application submission – institutions can nurture leads, address concerns, and ultimately convert interest into enrollment. This case study will demonstrate how an evergreen campaign can significantly outperform traditional, time-bound marketing efforts, keeping your institution top-of-mind throughout the student decision marathon.

In conclusion, the traditional, time-bound approach to higher education marketing simply doesn’t reflect the reality of the student decision journey. By adopting an evergreen, full-funnel search strategy with a long-term focus, institutions can establish a lasting presence that captures student interest throughout their exploration process. This not only fosters targeted lead generation for specific programs like the Master’s offerings in the College of Engineering and Software, but the “halo effect” creates a ripple of organic interest across the entire college’s program portfolio. By making the switch to a long-term digital strategy, higher education institutions can ensure they’re there for prospective students every step of the way, turning a one-time sprint into a winning enrollment marathon.