For Edcura my role was to create repeatable and scalable processes and strategies with our lead client, CCH, that could later be expanded to other clients. These processes and strategies revolved around Edcura’s extensive machine learning and data analysis to build a predictive lead scoring model. The marketing processes I would build would use the lessons learned from data to target students in personalized ways to increase drive engagement, intent, and affinity indicators.

CCH faced many challenges common to small, tuition dependent colleges. The COVID pandemic halted the most effective recruiting efforts for the school and created challenges with retaining students. Overnight, the college had to pivot the marketing and recruiting strategy from a heavy outreach, in-person, field marketing strategy, to building a demand generation engine based on paid advertising on search engines and social media as well as organic lead generation through the website. 

End goals were always focused on enrollment numbers, with marketing and recruiting efforts highly focused on new student enrollment. Key objectives included increasing engagement among individual students during the recruitment process and reducing the CAC through paid sources.