Over a series of six emails, the campaign aimed to keep the University of Guam top of mind for students during their summer break. The emails delivered easy access to everything students would need to register, including the course schedule, the registration website, and links to book appointments with advisers. Two of the six emails focused specifically on resources to help students overcome bursar holds and financial constraints, which commonly deter students from returning.
The email campaign ultimately garnered a 14% engagement rate and paired with an online advertising campaign, contributed to a 20% increase in website visitors and a 22.6% increase in sessions. The primary landing page, our registration page, saw 46,000 total pageviews among a student population of approximately 3,000, indicating a high number of repeat visits. This ultimately translated into registrations totaling $1.5 million in tuition and fees.
The success of this campaign has proven the significance of online advertising campaigns for the promotion of the University. It has not only increased the university’s revenues but has garnered additional funding to support our marketing department as well.
|Chief Marketing & Communications Officer:||Jonas D. Macapinlac|
|Marketing Communications Coordinator:||Bernadette V. Capindo|
|Digital Marketing Specialist:||Hershey P. Hudtohan|
|Jr. Web Application Developer:||Våni F. Isidro|
|Communications Specialist:||Laura R. Pangelinan|
|Digital Media Specialist:||Eugene C. Herrera|
|Digital Media Specialist:||Ralph Eurich Patacsil|
|Communications Manager:||Jackie A. Hanson|
|Program Coordinator II, Interim Admissions Supervisor:||Eden S. Galvez|
UNIVERSITY OF GUAM
Location: United States