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Data Analytics For Business Professionals
University of Chicago Graham School | Animation
Online course options are endless, but the University of Chicago’s Graham School stands out by bringing in professors from the field to teach their classes. Their certificate course offering on Business Analytics is flexible, engaging, and ultimately well-received by employers. Oxbow initially partnered with the University of Chicago to create a short animation explaining the the Business Analytics program but, after learning about their initial plan for the animation, we saw some opportunities for improvement and drew up a plan we thought would help. The University of Chicago tapped Oxbow to lead the campaign from there. In a short "sprint" engagement, we created 180 new prospects, enrolled 22 new students and for every $1 in ad spend we received $16.65 in revenue, a great start for the University of Chicago's brand new online program.
- Create Awareness - Educational Program Info, Enrollment & Advocacy
- Increase & Measure Engagement - Action-Specific (Variable)
- Drive Action - Urgency & Strong CTA - “Apply Now”
Creating awareness about the program in a vast and competitive marketplace would be pricey. Instead, we knew the best value would come from the strongest advocates for the school and/or candidates for the program - the alumni community and student body, regardless of where they live now. So that's where we started.By driving traffic to the new campaign page, creating ongoing content responding (remarketing) to on-site actions, and gently steering users towards the next step in the decision making process, we were able to increase enrollment and build an outreach structure for future program outreach/enrollment.
Prospects: 180 prospects created
Enrolled: 22 enrolled students
ROAS: $18 made for every $1 spent (ROAS = 1,844%)
Impressions: 2.3M total impressions
Reach: 250K total reach
Visits: 7K visits (75% return visitors)
Clicks: 8,553 clicks
Social Engagement: 16,628 social engagements