Alliant University partnered with Power to implement a transformative demand generation strategy aimed at accelerating the applicant pipeline for its flagship programs. Our strategic recommendation was to move from rigid budget allocations to a more dynamic, fluid model, allowing resources to flow between key programs and schools. This shift enabled us to capture demand more effectively, aligning closely with the university’s evolving business priorities including the Masters of Social Work program. The outcome? Pipeline forecasts for qualified applicants were surpassed, all while optimizing spend and enhancing overall efficiency.
Case Study
Alliant
Content marketing
Creative
CRO
Organic Social
Paid Social
PPC
Public relations
SEO
33%
YoY Leads
34%
YoY Converted Leads
Audience Research Revealed Untapped Acquisition Channel
Through in-depth research into prospective Masters of Social Work applicants, we identified an opportunity to broaden both age and geographic targeting, while also refining the media mix by incorporating TikTok. This insight enabled deeper market penetration, ensuring that our outreach strategy was more precisely attuned to the diverse needs and behaviors of potential applicants. By recalibrating these efforts, we significantly enhanced engagement and surpassed applicant targets for the program.
Data-Driven Creative: The Key To Sustainable Growth
To counter ad fatigue and elevate campaign performance, we conducted a detailed analysis of the top-performing creative assets. By identifying the elements that most effectively resonated with our audience, we expanded our bank of fresh, compelling content designed to sustain engagement and amplify impact. This strategic refresh not only mitigated stagnation but also drove continuous improvement in conversion metrics, enhancing the overall effectiveness and longevity of the campaign.