As part of its 2023-24 strategy, WatSPEED at the University of Waterloo set an ambitious revenue goal for the department. We needed to find ways to bring in new income, while maximizing existing revenue streams. We decided to focus marketing efforts on a subset of our legacy programs. including leadership, supervision, and project management. Our approach was grounded in thorough research, including competitor analysis, market trends, and audience preferences. We specifically targeted mid-career professionals, aged 30–45, seeking career advancement through flexible and engaging online courses. To reach our target audience, we deployed a digital advertising campaign, primarily using Google search ads to drive traffic to revamped landing pages on our website. Dynamic elements, negative keywords, and bid strategies ensured cost-effectiveness and relevance, resulting in a remarkable cost-per-click of $1.18 and a click-through rate of 5.89%. The impact was substantial: Website visits related to our programs surged to over 40,000, with 32,500 coming from Google searches alone. The campaign led to a staggering 50% revenue increase and a 49% surge in enrolled learners. This campaign expanded WatSPEED’s audience reach and brand visibility, while simultaneously reengaging existing clients. By leveraging digital platforms and data-driven strategies, we surpassed our goals and achieved outstanding results.
From the Judges
We praised WatSPEED, which focuses on professional education, for efficiently achieving revenue goals via targeted digital marketing. Their impressive metrics demonstrate a replicable strategy for boosting revenue and reaching new audiences in higher education.
