Fathom and client Indiana University won the Eduventures 2015 Innovation Award for their submission “New Strategies for Engaging Underrepresented and Special Populations to Increase Enrollment, Persistence and Success”. Eduventures, Inc. is a research and advisory firm that examines transformation in the higher education space. The award was created to celebrate the higher education organizations that are driving positive change and utilizing contemporary processes.
Fathom helped drive a record number of underrepresented students to Indiana University Bloomington. Developed by the Office of Enrollment Management and Fathom, the strategy involved new recruitment efforts on the part of the school and inventive digital advertising methods conducting by Fathom. The ultimate goal of the strategy was to attract more diversity across the institution.
To accomplish this goal, Fathom’s digital advertising strategy involved using specific demographic targeting criteria and ad creative by using Online Advertising platforms in ways never thought possible. Additionally, Fathom leveraged in-depth data and full funnel tracking at the CRM level and the student information level while adhering to a lean budget. Specifically, Fathom was able to provide the following results through digital advertising:
- Impressions Delivered to Target Audience: 9,706,072
- Clicks from Target Audience: 19,869
Some of the results of strategy reflected in Indiana University Bloomington’s 2015 incoming freshmen class include:
- 1,185 Underrepresented Students (A New Record)
- 12% growth in African American Students
- 23% growth in Hispanic/Latino students
Thank you to Eduventures for this honor! We look forward to driving progressive change in the higher education space through digital marketing in 2016.