Enrollment Advertising Tested Concepts

Enrollment Advertising: Tested Concepts

Enrollment Advertising: Tested Concepts

In Fall 2016, we surveyed 612 college prospects who Googled online programs for an MBA, MS in Nursing, or MA in Education. Participants were asked to review sets of banner ads in their chosen category and indicate how likely they were to click each ad from zero to 10. The ad concepts were based on the top five criteria for online college students identified by industry research. Some of the findings are shown below.

In Fall 2016, we surveyed 612 college prospects who Googled online programs for an MBA, MS in Nursing, or MA in Education. Participants were asked to review sets of banner ads in their chosen category and indicate how likely they were to click each ad from zero to 10. The ad concepts were based on the top five criteria for online college students identified by industry research. Some of the findings are shown below.

Master of Business Administration

Career Success:  80%

Affordability:  73%

Reputation: 54%

Satisfaction:  60%

Incentive:  45%

Though all five appeals prompted a high percentage of clicks in the MBA category, the highest was Career Success followed closely by Affordability. These results are very consistent with industry research.

Though all five appeals prompted a high percentage of clicks in the MBA category, the highest was Career Success followed closely by Affordability. These results are very consistent with industry research.

Master of Science in Nursing

Career Success:  78%

Affordability:  58%

Reputation:  60%

Satisfaction: 60%

Incentive:  48%

Again, survey results for MSN prospects were in line with industry research. Career Success was still the top appeal. MSN prospects, however, put a higher than expected value on  Reputation and Satisfaction.

Again, survey results for MSN prospects were in line with industry research. Career Success was still the top appeal. MSN prospects, however, put a higher than expected value on  Reputation and Satisfaction.

Master of

Arts in 

Education

Career Success:  85%

Affordability:  86%

Reputation:  69%

Satisfaction:  60%

Incentive: 58%

MAEd prospects responded to both Career Success and Affordability at a slightly higher rate than did the other two prospect groups. Interestingly, for teachers we defined career success as better student outcomes and affordability was expressed in real numbers ($12,000).

MAEd prospects responded to both Career Success and Affordability at a slightly higher rate than did the other two prospect groups. Interestingly, for teachers we defined career success as better student outcomes and affordability was expressed in real numbers ($12,000).