Fathom Wins the Eduventures Enrollment Marketing Campaign of the Year Award

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.

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Bridgett McClure

About Bridgett McClure

Bridgett McClure is a Marketing Coordinator at Fathom. She is a 2015 graduate from the University of Dayton, where she double majored in Marketing and International Business. At Fathom, Bridgett was a member of the associate development program - a post-graduate program that covered a range of topics, such as search engine optimization, paid advertising, marketing automation, content marketing and social media management. Bridgett now supports the internal marketing team.

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