Demystifying Success: Enrollment Marketing Benchmarks that Matter

At a time when colleges are increasingly relying on graduate enrollment to offset broader enrollment challenges, GEM professionals continue to be asked to deliver strong results with limited resources. To be good stewards of finite marketing dollars, GEM professionals must be able to not only execute on strong marketing strategies, but also effectively measure them. Like many of your colleagues, you’re likely running digital ads, optimizing your website, and sending out automated emails in your CRM. For all of those efforts, you can hopefully see related performance metrics, but how do you know if your results are strong and worth the money or effort?

This session will guide attendees through the noise, focusing on what success truly looks like across four critical marketing tactics and channels - digital advertising, search engine optimization, email campaigns, and institution websites and landing pages. Drawing on industry benchmarks and data from dozens of graduate schools, this session will help participants assess whether their marketing efforts are hitting the mark. Through real examples and consultant perspectives, we'll break down how to measure success for different marketing strategies, adapt approaches based on institutional needs and market factors, and improve your marketing outcomes.