Higher Ed Institutions Tightened Enrollment Marketing Budgets In 2013
Career College Central summary:
Inquiry volume and conversion rates fell across virtually all digital channels, reversing a two-year growth trend for higher education enrollment marketing campaigns according to the CUnet Agency Services 2013 Year in Review, published February 19, 2013. Last year’s inquiry volume decreased more than 10 percent from the previous year, almost matching inquiry volume of 2011. Volume from non-branded affiliate-generated traffic dropped at the greatest rate – more than 12 percent year over year – likely due to an estimated 17 percent decline in conversions during the same time period.
Average cost per inquiry also declined in 2013 as schools applied pressure to reduce front-end costs in an effort to impact cost per acquisition. The largest cost per inquiry decreases were applied to high-volume, lowerquality sources, while low-volume, higher-quality sources experienced increases in cost per inquiry.
Conservative inquiry buying patterns are expected for 2014, as schools trim less efficient marketing channels and bring costs in line with performance. Volume is expected to remain at or near current levels without the significant monthly volume fluctuations that had been seen years prior.
The CUnet Agency Services 2013 Year in Review explores key trends that shape inquiry and student acquisition outcomes for the higher education industry. The report details inquiry volume, inquiry conversion, cost per inquiry, program-level and degree-level trends for 2013.
Click here to download the CUnet Agency Services 2013 Year in Review.
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