Lindenwood University

Digital Management

challenge

Lindenwood determined that the students most likely to choose Lindenwood were most strongly influenced by the opportunity to gain real-world experience. Lindenwood developed the “Real Experience. Real Success.” tagline and challenged G/L to bring the brand to life through a new viewbook. Additionally, with the digital space being the primary resource of research and decision-making for incoming students, Lindenwood University enlisted the help of G/L to develop and manage all of Lindenwood’s digital strategies, campaigns and initiatives.

solution

Geile/Leon concepted and designed creative executions and deployed a variety of digital campaigns and strategies to support system objectives across graduate, undergraduate and online programs. As the digital agency of record, we have recommended and utilized a variety of effective digital mediums through Google’s comprehensive and industry-leading ad network. Specific platforms include Paid Search, Retargeting, Display and YouTube. Additionally, working with the Lindenwood IT department we designed and executed an optimized landing page experience for their graduate program offerings.

results

Lindenwood University has entrusted Geile/Leon with management of their integrated digital strategy for the past five years.Our campaigns have been extremely productive, performing significantly better than industry/category benchmarks.

WASHU Olin Business School

Leadership Perspectives YouTube Video Campaigns

overview

WashU Olin is one of the premier, top-ranked business schools in the world. As with many organizations in 2020, WashU Olin had to take a look at their Leadership Perspectives event operating procedures and determine the best and safest approach for their intended audiences- potential MBA students and candidates. The Leadership Perspectives events are speaking engagements focused on a variety of leadership-oriented topics, hosted by some of the best and brightest leaders in the world.

challenge

In order to accommodate a new approach, the Leadership Perspectives events needed to go virtual. While in-person events offered a great way for speakers to interact with attendees, the virtual approach opened an entirely new channel to reach and engage with prospective students/attendees by catering relevant content directly to them.

solution

Requiring a new way to market and promote the Leadership Perspectives event, G/L developed and created a series of YouTube video campaigns for each unique virtual speaking engagement. Utilizing behavioral and content targeting parameters, our YouTube video campaigns engaged with prospective MBA students with Google’s unique Tease, Amplify & Echo messaging approach, enabling us to tell a longer story in shorter pieces and reach only the most interested viewers. G/L concepted, developed scripts and created a series of :06 bumpers, :15 spots, :30 spots and long-format spots (1-2 minutes). All four campaigns were exceptionally effective and not only fostered a large attendance, but ultimately developed numerous leads for prospective MBA candidates. The highly targeted YouTube campaigns generated a 12.23% conversion to registration rate, ultimately accounting for 21% of the total number of attendees at the Leadership Perspectives speaking engagements.

results

All three campaigns (the fourth and final is in progress) have been highly effective and not only fostered a large attendance, but ultimately developed numerous leads for prospective MBA candidates.

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