Higher Education Marketing Strategy Built on Data
2016-2017
Members of the College of Engineering & Computing’s MS in Logistics Engineering Advisory Board serve as vital partners who support the graduate program with their valuable expertise on new or emerging trends within the logistics field. Current MSLE advisory board members hold executive leadership positions at some of the following esteemed companies: Interport Logistics, FedEx, Quirch Foods, Del Monte Foods, Port Everglades, Port Miami, Prologis, WTDC, SAP, DHL, Magaya, Miami-Dade Beacon Council, Titan America, PriceSmart, Hellmann Worldwide Logistics, and Cargill.
MSLE Advisory Board
Industry: Higher Education · Auxiliary Programs Workforce Development · Logistics & Engineering Management
International Integrated Marketing Campaign – Enrollment Marketing Case Study
Project Overview
I served as the Marketing Account Manager, Designer, and Marketing Campaign Manager for the MSEM $8,000 Scholarship Campaign, a multi-phase digital marketing and lead nurturing initiative designed to increase awareness, generate qualified leads, and drive completed applications for FIU’s Master of Science in Engineering Management program.
The campaign supported a workforce-aligned graduate program that bridges engineering technology and executive business management, targeting working professionals seeking leadership advancement.
Strategy & Execution
The campaign was executed in three strategic phases, each aligned to a specific point in the enrollment funnel:
Phase 1: Lead Generation Campaign
Objective: Generate qualified leads within 30 days for the Summer cohort
Audience: College-educated professionals ages 25–45
Key Results:
23,369 people reached
510 total clicks
219 leads generated
$2.15 cost per lead
1.46% CTR (above industry benchmarks for education campaigns)
This phase successfully built a high-quality master leads list for downstream nurturing
Phase 2: Lead Nurturing – Not Yet Applied
Objective: Convert previously generated leads into submitted applications
Audience:
20 attendees from the MSEM Jamaica Q&A session
139 leads from the MSEM program list
Tactics:
6-email automated nurturing sequence
SMS/text messaging
Landing page with next-step guidance
Video infographics explaining career outcomes and application process
Outcome:
The campaign successfully re-engaged dormant leads and generated new application submissions, measured by completed applications and admissions inquiries
Phase 3: Lead Nurturing – Incomplete Applications
Objective: Increase completed applications by at least 25%
Audience: 29 applicants who started but did not finish the application
Tactics:
Email campaigns with video content
Downloadable application checklist
C
lear CTAs directing prospects to admissions support
Outcome:
This phase addressed application friction directly, improving follow-through and engagement with admissions staff, and increasing application completion rates.
As the Marketing Account Manager I was responsible for:
Campaign architecture across acquisition and nurturing stages
Messaging that translated technical program value into clear career outcomes
Creative direction for ads, landing pages, and email content
Performance analysis and optimization (CTR, CPC, CPL)
Alignment between marketing, admissions, and program leadership
This role required balancing technical accuracy, workforce relevance, and conversion strategy—ensuring marketing claims matched program outcomes.
Impact & Why This Matters
This campaign demonstrates how technical marketing and data-driven enrollment strategy can:
Reduce cost per lead for graduate education programs
Improve conversion from inquiry to application
Support workforce-aligned education initiatives
Strengthen enrollment pipelines without increasing ad spend
It also highlights the importance of multi-touch nurturing in higher education marketing—especially for working professionals balancing time, cost, and career decisions.
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