Best of CASE District II Award
 

Institution: University of Waterloo

Title of entry: Promoting Legacy Programs for Increased Registration and Revenue Growth

About this entry: As part of its 2023/24 strategy, WatSPEED at the University of Waterloo set an ambitious revenue goal for the department. To achieve the goal, we needed to find opportunities to develop new streams of income and to maximize existing revenue streams. Through analysis of our existing programming and marketing efforts, we made a strategic decision to amplify marketing efforts on a subset of our legacy programs, with a targeted campaign focused on our leadership, supervision, and project management programs.

Our approach was grounded in thorough research, including competitor analysis, market trends, and audience preferences, specifically targeting mid-career professionals aged 30 – 45, seeking career advancement through flexible and engaging online courses.

To reach our target audience, we deployed a digital advertising campaign, primarily using Google search ads to drive traffic to revamped landing pages on our website. Dynamic elements, negative keywords, and bid strategies ensured cost-effectiveness and relevance, resulting in a remarkable cost-per-click of $1.18 and a clickthrough rate of 5.89%.

The impact was substantial: website visits related to our programs surged to over 40,000, with 32,500 coming from Google searches alone. The campaign led to a staggering 50% revenue increase and a 49% surge in enrolled learners.

This campaign expanded WatSPEED’s audience reach and brand visibility, while simultaneously re-engaging existing clients. By leveraging digital platforms and data-driven strategies, we surpassed our goals and achieved outstanding results.