turning
student personas into

Actual Students

  • Graduate Programs

    Advanced degree, Masters, and Certificate programs target young professionals in the work place who seek to progress in their career, or make a complete pivot. Specifically, these programs tend to target professionals with between 1-10 years of work experience.

    ProspectCloud identifies the most relevant candidate pool for any given program, and finds that constituency in the work force.

    Learn more
  • Executive Education

    Executive Education programs that offer open enrollment and custom programs seek to build meaningful and sustainable relationships with local professionals and their organizations. The typical audience for these programs have more than 10 years of work experience.

    ProspectCloud works with Executive Education programs to pinpoint specific audiences for acquisition outreach efforts.

    Learn more
  • Agency Solutions

    Marketing agencies remain instrumental in helping programs execute tailored campaigns to drive engagement and deliver prospective students to their partner schools.

    Through our candidate curation process, we help agencies gather a high-priority audience and generate meaningful and quality leads on behalf of their client programs.

    Learn more

“Aligning programs
with the labor
market
is the key to ROI.”

Arthur Levine, President Woodrow Wilson Foundation
  • 4.5X

    Higher conversion than other
    marketing channels on average

  • Over 5,500%

    Average reported
    ROI

  • 150 Million

    Number of directly
    accessible individuals

Turning
Student Personas into
Actual Students

financial Fred
  • Age:

    25-28

  • Work Experience:

    3-5 years

  • Background:

    Analyst for Mid Market to large
    cap Investment Bank

  • Location:

    Within 2 hour drive of the program

  • Bio:

    - Graduated with business degree

    - Unmarried or newly married; no kids

    - Wants to grow in role, but needs an MBA

    - Sits in front of work email all day

  • Undergrad:

    Reputable 4 year institution

steve owens
  • Age:

    26

  • Work Experience:

    4 years

  • Role

    Investment Analyst for Bank of America

  • Location:

    1.5 hour drive away from main campus

  • Bio:

    - Single with no children

    - Most of his senior colleagues have MBAs

    - Reads work email all day and night

  • Undergrad:

    University of Southern California –
    Business Major

VP Veronica
  • Age:

    33-46

  • Work Experience:

    10-25 years

  • Background:

    Sales professional that manages a team and responsible for P&L

  • Location:

    Within 1 hour plane ride of the program

  • Bio:

    - Has climbed the ranks within organization, but still relishes opportunities to grow

    - Married; 1-3 kids

    - Seeks more management efficiency

    - Constantly connected to work email

Megan Browning
  • Age:

    39

  • Work Experience:

    16 years

  • Role

    - Vice President of Business Development

    - Manages a team of 8 associates

  • Location:

    1.5 hour drive away from main campus

  • Bio:

    - Married with 2 children

    - Has an MBA, but has enrolled in several workshops throughout her career

    - Reads work email all day

Engineer Eddie
  • Age:

    28-34

  • Work Experience:

    5-12 years

  • Background:

    Engineering background with sub-management experience

  • Location:

    Nationwide

  • Bio:

    - Graduated with bachelors degree in engineering

    - Unmarried or newly married; young children

    - Wants to pivot to management role and expand his opportunities for growth

    - Closely tethered to work and does most external research while at work

  • Undergrad:

    Reputable 4 year institution

Daniel Chen
  • Age:

    32

  • Work Experience:

    9 years

  • Role

    Structural engineer for National Construction company

  • Location:

    Upstate New York

  • Bio:

    - Married with 1 child

    - Has worked for 3 different organizations making lateral movements

    - Closely tied to work and active on LinkedIn

  • Undergrad:

    University at Buffalo School of Engineering

Pairing Programs
with their ideal
students

  • Assessing
    the opportunity

  • Student
    Persona Analysis

  • Candidate
    Prioritization

Engage with the most compelling candidates

Audience prioritization serves as the most integral aspect of a strategic marketing campaign.
  • Educational Leadership and Administration
  • Finance, Accounting, and Real Estate
  • Marketing and Advertising
  • Legal Studies, Criminal Justice and Paralegal
  • Math, Science and Engineering
  • Healthcare and Medicine
  • Business Administration and Entrepreneurship
  • Executive and Certificate Programs
  • Technology and Computer Science
  • Public Affairs and Social Sciences

Cloning your best

Directly targeting those prospects with relevant experience allows you to find predictability
and diversity in recruiting.
Tactically recruit:
  • From specific
    high-value industries

  • From within
    precise departments

  • By appropriate
    experience level

  • Locally, nationally, or
    worldwide

  • By relevant
    background

  • By areas of
    interest

  • Certificate
    Programs

    Accountants, Mediators
    Counselors, Nurses
    Etc.

  • Executive
    Education

    Experienced professionals,
    C-Suite Directors,
    VPs, Etc.

  • Masters
    Programs

    Relevant work
    experience 2-9 years,
    Analysts, Junior
    Associates, Teachers,
    Administrators Etc.

  • Graduate
    Programs

    Field specific work
    experience
    Social Workers,
    Government Employees
    Etc.

  • Custom
    Programs

    Organizations who value
    continuing education and
    workforce training
    for their employees

  • Online Programs

    Full-time employees who
    work and go to school;
    Career Enhancers

  • E-learning

    Specific Industry
    Workshops,
    On-demand learning
    Etc.

  • Continuing
    Education

    Attorneys, Teachers
    Doctors
    Etc.

  • Professional
    Training

    Specialized workforce,
    Engineers, Technicians
    Analysts,
    Etc.

Precision Beyond Demographics

Reach the right prospects, not the most prospects. Mitigate the attrition at the top of the recruitment
funnel and reduce melt at the bottom by targeting those prospects with the highest proclivity to enroll.
Traditional Recruitment Funnel

Prospect

Inquiry

Applicant

Admit

Enroll / Deposit

Melt

Matriculate

ProspectCloud’s Funnel

Case Studies

Online Masters Program

Growing Online Masters Program

Outcomes
  • 96.8%

    Deliverability

  • 3,456

    ROI

  • 46.30%

    Increase in Inquiries

  • 34.21%

    Open Rate

  • 0.23%

    Unsubscribe Rate

Program

ProspectCloud provided a block of 10,000 contacts over the course of one year, the program saw inquiries grow by over 46.3% (year over year). Enrollment increased by 20.9% year over year. Overall ROI for the program totaled approximately 3,456%.

Need

To increase brand awareness and grow enrollment exponentially as the program sought to scale operations and gain a national student body.

Solution

The program had been spending a significant portion of its budget on general web advertising without much direction for audience segmentation. Through our student persona analysis, we worked with the marketing team to determine the ideal candidate profile for this burgeoning online program. Once determined, we prescribed a specific solution with respect to the proper audience to receive its messaging and an outreach strategy to ensure maximum return. The audience had the following characteristics:

  • Level: Non-manager, junior professionals

  • Experience: 5-11 Years of work experience

  • Geography: Regional Audience, prioritizing by states that immediately border the program’s home state

  • Industry Focus: Finance, Manufacturing, Consulting, IT & Telecommunications, Healthcare & Energy

  • Functional roles: Consulting, Marketing, Sales, and Operations

Outcomes

ProspectCloud provided a block of 10,000 contacts over the course of one year, the program saw inquiries grow by over 46.3% (year over year). Enrollment increased by 20.9% year over year. Overall ROI for the program totaled approximately 3,456%.

Executive Education

Executive Education – Open Enrollment Program

metrics
  • 97.6%

    Deliverability

  • 2,101%

    4-Day ROI

  • 35.14%

    Open Rate

  • 0.15%

    Unsubscribe Rate

  • 8.24%

    Registration Rate

Program

Using 2,656 contacts from ProspectCloud’s enterprise list, the program filled all seats within 4 days, entirely from 2 email campaigns, providing over 2,100% ROI. Additional and longer term uses for this strategic audience have shown continued ROI growth both for the Finance Program and other programs.

Need

To quickly drive enrollment from local professionals for an open enrollment seminar offered at the school’s physical campus for a finance program for non-financial managers.

Solution

ProspectCloud collaborated with the dean of executive education to determine the student personas for those professionals who would find the most benefit from this program. After determining the types of students, we prioritized the list according to industry, experience and functional area to construct an ideal audience for this program’s marketing outreach. Specifically, the audience had the following characteristics:

  • Level: Manager, Director, or VP Level

  • Experience: 8+ Years of work experience

  • Geography: Located within an hour and a half driving distance of the program

  • Role and Responsibility: Directly or indirectly responsible for P&L within function

  • Exclusions: Finance backgrounds

Outcomes

Using 2,656 contacts from ProspectCloud’s enterprise list, the program filled all seats within 4 days, entirely from 2 email campaigns, providing over 2,100% ROI. Additional and longer term uses for this strategic audience have shown continued ROI growth both for the Finance Program and other programs.

Full-time MBA

Full-time MBA Drip Campaign Case Study

metrics
  • 97.3%

    Deliverability

  • 10,443%

    ROI

  • 38.63%

    Open Rate

  • 0.18%

    Unsubscribe Rate

  • 32.10%

    Increase in Inquiries

Program

Using a block of 25,000 contacts (redeemed over the course of one year), the program saw inquiries grow by over 32% (year over year). Enrollment increased by 13.7% year over year. Overall ROI for the program totaled approximately 10,443%.

Need

To increase qualified inquiries from prospective candidates during recruiting cycle and grow enrollment for the program overall.

Solution

ProspectCloud worked with the program’s marketing manager to identify strengths and weaknesses in its current process. We homed in on the student personas that would be ideal for the program and prioritized the audience accordingly. The program had a particular focus on healthcare initiatives and sought to weight the priority of its outreach to young professionals who have worked in the industry. The audience had the following characteristics:

  • Level: Non-manager, junior professionals

  • Experience: 1-6 Years of work experience

  • Geography: National audience with particular focus on the most densely populated MSAs within an 1 hour plane
    ride of the program

  • Industry Focus: Broad industry focus, with priority given to those professionals working in Healthcare

Outcomes

Using a block of 25,000 contacts (redeemed over the course of one year), the program saw inquiries grow by over 32% (year over year). Enrollment increased by 13.7% year over year. Overall ROI for the program totaled approximately 10,443%.

Agency Solutions

Marketing Agency with a focus on Higher Education institutions

metrics
  • 96.93%

    Deliverability

  • 2,196%

    ROI

  • 36.63%

    Open Rate

  • 0.14%

    Unsubscribe Rate

  • 22.67%

    Click Through Rate

Program

ProspectCloud provided a block of 10,000 contacts over the course of one year, the program saw inquiries grow by over 46.3% (year over year). Enrollment increased by 20.9% year over year. Overall ROI for the program totaled approximately 3,456%.

Need

To generate quality leads at a low cost basis for a client graduate program.

The agency was responsible for crafting the creative direction and generating quality leads for several graduate programs around the country. One business school they work with had spent significant sums on various channels (Pandora, SEO, LinkedIn, Radio, and GMASS Lists) trying to gain mindshare and increase the number of quality leads. The program was looking to cut down on the exorbitant cost per lead that accompanied their spend.

Solution

Through our Student Persona Analysis, ProspectCloud helped the agency build a high-priority audience for its email outreach efforts on behalf of its client program. Once completed, we curated a list of individuals who best matched the profile of those personas we deemed to be the most relevant audience. Through ProspectCloud’s FLEX-Block program, the agency was able to send out test marketing collateral to further home in on the audience and the proper messaging.

Outcomes

50,000 contacts over the course of one year. Average deliveratbility was 96.93%. Open rates were 36.63%. Total Qualified leads generated 1,694. Overall ROI for the program totaled approximately 2,196%.

The company we keep

Resources for the Higher Ed Marketer

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