In 2012, Stanford Graduate School of Business was looking to increase applications to their Executive Education, MBA, and PhD programs using digital channels. At the time Buzzgen began working with them they were not using any paid search or paid social marketing, but were relying on email marketing, direct mailers, and alumni channels to fill their GSB classes.
Who is Stanford GSB:
Since 1925, Stanford GSB has been home to bold thinking, rigorous teaching, and breakthrough research. The University is closely aligned with Silicon Valley, both in who they are and how they think – entrepreneurial, open-minded, and eager to tackle problems – in business and beyond.* They offer non-degree, certificate and full-time degree programs for post-graduate students.
High-end product: This product is highly targeted to a niche market and tuition’s can range from $20,000 to $100,000 for programs that last from three months to more than a year to complete.
No tracking, no digital history: Prior to 2012, Stanford was not collecting any digital data on its programs, online landing pages, or organic social impact on applications.
In for the win:
In four years of working with Stanford GSB, Buzzgen was able to help them go from:
- 6 programs offered online to 14
- No tracking to being able to show ROAS by publisher and channel
- Spending $0 on SEM to having SEM become the #1 source of applications
- Reducing agency fees to 13% of their budget
- 48 applications a year to 231 applications a year