Undergraduate Enrollment Marketing Campaign for Landmark College’s Transformation into a Four-Year School

The Opportunity

Landmark College transforms the way students learn, educators teach, and the public thinks about education for students with learning disabilities. Originally granting associate degrees to students with dyslexia, Landmark now offers bachelors’ degrees to a diverse LD population. While the brand had evolved, new student enrollment declined as the College struggled to effectively communicate its transformation from a two-year to four-year school. Belfort Group was retained to develop a multi-year enrollment marketing, brand awareness and lead generation campaign to drive interest, enrollment, and strengthen the school’s reputation as the college of choice for students who learn differently.

The Strategy

Tasked with driving engagement with parents, students, and influencers, BG developed a three-phase integrated marketing campaign that included paid, earned, shared, and owned media.  During the first phase, BG conducted a communications and website audit, competitive and budget analysis, as well a channel performance review. In phase two, BG developed creative concepts and built assets to inform, capture, nurture, and convert prospects. In the last phase, BG developed a thought leadership campaign to position the school as the college of choice for students who learn differently. BG also secured meetings for Landmark College president Dr. Peter Eden with media outlets including CNN, ABC, CBS, and The Wall Street Journal.

The Result

This ongoing campaign is driving strong traffic to the Landmark College website and landing pages, as well as in-person events, which is resulting in high volume and high quality lead capture. BG built a robust engine for cultivating, nurturing, and closing leads, which included establishing call centers to qualify new leads, onboarding a new CRM system, and implementing admission’s team training. We’ve generated increased paid and earned media impressions and social media community growth. We have improved total campaign reach, stemmed the decline in enrolled students and built the foundation to meet the metrics Landmark College established for admissions and enrollment success.