Outcomes-Driven Strategies & Partnerships
Molloy University
Hope Credit Union - Austin Williams
overview
For over 17 years, we’ve proudly partnered with Molloy University as their agency of record and the driving force behind their impressive digital transformation.
THROUGH THE YEARS
A partnership defined by digital innovation
Our relationship with Molloy University began in 2007 when digital media accounted for just 18% of Molloy’s media plan and that digital budget was focused solely on paid search.
As our relationship deepened and the digital landscape expanded, so did our strategies. We helped Molloy tap into social and display and led their entry into streaming video, audio, and geofencing. By 2015, digital media claimed nearly 50% of Molloy’s total budget, a testament to our team’s commitment to seeking out new opportunities (and navigating them successfully).
As new channels emerged, we entered territories like Instagram, Snapchat, TikTok, and LinkedIn. Leveraging programmatic media technology, we refined targeting and expanded inventory access across display, native, video, audio, connected TV (CTV), and digital out-of-home platforms.
Today, digital represents 93% of Molloy’s media plan, a monumental shift led by AW, with all campaigns allocated and customized by the target audience. Our digital-first philosophy goes beyond media buying and digital marketing to include UX-optimized web development and real-time tracking and reporting, ensuring campaigns are as effective as they are innovative.
INTEGRATED CAMPAIGN
Media strategy and brand development
In 2022, as the institution changed from Molloy College to Molloy University, they turned to AW to lead the way.
Once again, we delivered. This time with a multidimensional, visually exciting campaign that helped Molloy stand out from a sea of newly named Universities.
AW’s forward-thinking plan spanned brand development, media buying and placement, digital marketing, and web development – culminating in a groundbreaking campaign that helped attract the largest freshman class in the school’s history.
Our media teams elevated Molloy University’s new brand message by deploying strategically placed video units in the market across a range of platforms with an emphasis on paid social – and it paid off. We were able to generate buzz for Molloy’s brand and brought the University into the very communities their prospective students are living in online.
Still, like any higher education media plan worth its salt, conversion-driving tactics like paid search remained at the forefront, commanding nearly half the buy and empowering Molloy to meet its recruitment goals with every student group.
Programmatic buying techniques and sophisticated targeting methods, such as geofencing, were utilized to ensure that Molloy’s message reached the most relevant audiences across various digital platforms.
Target audience
The primary target audiences included three core student groups: aspiring undergraduates, potential transfer students, and post-graduates drawn to Molloy’s diverse academic offerings.
PAID SOCIAL, SEARCH, & DISPLAY
Digital marketing
Our digital marketing efforts were laser-focused on creating program-specific messaging that resonated with each target group, inviting them to see themselves as part of Molloy’s vibrant community. Through carefully crafted social media campaigns, targeted display advertising, and optimized search strategies, we fostered engagement and curiosity about what Molloy University offers.
PERSONALIZED LANDING PAGES
UX-optimized website development
Due to technical limitations with Molloy’s primary website, along with its inefficiency in driving conversions, AW’s web development team built custom microsites to help the University generate leads.
To achieve this, our team of content strategists, SEO specialists, and UX experts worked hand-in-hand to create a targeted content development plan that would elevate the performance of our digital marketing efforts and help Molloy reach its recruitment goals.
These UX-optimized, conversion-focused landing pages deliver highly personalized online experiences that effectively engage, educate, and convert prospective students into qualified leads.
Top-Performing Graduate Pages
- MBA: 9.44% Conversion Rate (CVR)
- Criminal Justice: 12.71% CVR
Top-Performing Undergraduate Pages
- Nursing Program: 6.63% CVR
- Allied Health Sciences Program: 6.02% CVR
Despite the variations, it’s noteworthy to mention that CVRs for both segments exceed the industry average benchmark of 4.5% — underscoring the efficacy of our tailored approach to content development.
In addition to revamping the online experience of many prospects’ first touch point, we helped Molloy overhaul and modernize their internal admissions and enrollment processes.
Our interventions included developing strategies for efficient lead flow management, integrating marketing automation and personalization into their CRM outreach, and implementing new processes and technologies. These enhancements have enabled Molloy to bridge communication gaps and accurately measure the true ROI from all their recruiting efforts, ensuring continuous improvement and success in student acquisition.
Outcomes
24.7%
increase in open house RSVPs year-over-year
#1
Molloy’s largest incoming class ever
41%
conversions attributed to paid social and paid search campaigns
See all the campaign's assets
