Fordham University

The Background:

Furman Roth has been the agency of record for Fordham University for the past 13 years, handling marketing for over 70 programs across Undergraduate, Graduate, and Professional schools within the institution.

The Challenge:

As a large University with an extensive array of offerings, marketing for Fordham must achieve numerous objectives and target multiple audience segments at varying time frames throughout the year.

The Objectives:

▶ Awareness & Reputation Enhancement

▶ Event Attendance

▶ Student Recruitment

▶ Admitted Student Yield and Melt

The Results:

52%

YoY Increase in Impressions

5%

Y0Y Increase in Yield

62%

YoY Increase in Clicks with just 13% Increase in Budget

100%+

Added Value in Out of Home Placements ($200K)

30%

Reduction in Cost Per Click YoY

The Strategy:

The objectives of Fordham’s marketing extend beyond leads and applications. Reputation enhancement and awareness strategies are executed throughout the year, targeted toward prospective students, influencers, and the Higher Ed community.

Even within these target segments are sub-segments of prospective students that were of particular interest in recent years, including:

▶ Under-served populations and first generation college students

▶ HS juniors researching competitive institutions

▶ Commuter students within local region

Furman Roth adopted a multi-channel approach, consisting of top- funnel reputation-enhancement and awareness building tactics, with lower-funnel targeted digital media in key growth areas to appeal to qualified candidates.