Overview
Roanoke College, the country’s second oldest Lutheran-related college, is an independent, coeducational, four-year liberal arts college. Roanoke turned to Anvil to test the effectiveness of an online marketing campaign for lead generation against traditional mailing of printed information packets.
Objective
The overall objective was to prove pay-per-click and search engine optimization can outperform traditional marketing tactics for lead generation.
Challenge
Roanoke competes for leads in popular and competitive programs such as athletic training and psychology.
Strategy
Anvil developed a comprehensive site optimization to enhance visibility in organic search results as well as a complete pay-per-click (PPC) campaign, including custom landing pages, to augment organic search results for optimal visibility.
Results
Over the past 7 months, Anvil has increased Roanoke’s conversion rate by 667% while decreasing overall campaign costs by 23%. In the process, Anvil also managed to boost impressions by 169% and reduced the cost per conversion by 90%.
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