Case Study

Student Recruitment Marketing for Indiana University

Reaching the Right Students with Multi-Channel Enrollment Marketing for Indiana University

KORTX partnered with Indiana University to drive awareness and recruitment for Undergraduate, Graduate, and Kelley School of Business programs. Through 36 customized campaigns, KORTX implemented multi-channel strategies, including Cross-Platform Display and Online Video, achieving an average click-through rate of 0.22%. Despite tracking limitations, a data-driven approach and innovative targeting delivered impactful results, strengthening Indiana University’s ability to engage prospective students improve student recruitment marketing efforts.

Challenge

Indiana University sought to increase visibility and engagement for its diverse academic offerings, including Undergraduate programs, Graduate initiatives, and specialized Kelley School of Business tracks. However, tracking limitations—such as the inability to place tracking pixels or integrate with the university’s Applicant Tracking System—created challenges in audience construction, media optimization, and performance insights. Additionally, limited creative assets and resources further complicated efforts to deliver personalized messaging aligned with enrollment marketing objectives.

Strategy

To address these challenges, KORTX developed a comprehensive strategy focused on audience-first engagement, creative adaptability, and innovative media planning:

  • Audience Targeting: Leveraged advanced methodologies such as IP Targeting, Geofencing, Contextual Targeting, and Retargeting to reach prospective students and parents effectively, directly supporting how to increase student enrollment initiatives.
  • Creative Solutions: Crafted dynamic messaging tailored to audience segments, enhancing relevance through virtual tours, program highlights, and geography-based personalization, a key component of college marketing strategies.
  • Media Planning: Executed a multi-channel approach across Cross-Platform Display and Online Video, while recommending untapped opportunities like Connected TV and Programmatic Audio for future campaigns.
  • Data Strategy: Consulted on integrating disparate university data sets and aligning them with campaign KPIs to refine targeting and performance measurement, ensuring student recruitment marketing efforts were optimized for success.

By combining these elements, KORTX delivered cohesive campaigns designed to overcome tracking and resource constraints.

Success

KORTX’s partnership with Indiana University resulted in significant achievements:

  • Engagement: Achieved an average click-through rate of 0.22% across campaigns.
  • Visibility: Delivered 385 million impressions through a diverse mix of media channels.
  • Customization: Designed and executed personalized campaigns that highlighted key programs, improving relevance and impact.
  • Strategic Growth: Positioned Indiana University for ongoing success by recommending creative, audience, and data strategies to enhance future campaigns.

KORTX’s ability to adapt to Indiana University’s unique challenges while delivering innovative solutions solidified its role as a trusted media partner, driving results that aligned with the university’s student recruitment marketing goals.

Results

0.22%

CTR

385M

Impressions

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