UToledo Team Leads Increased Digital Marketing Recruitment Efforts

Beginning in September 2019, the Office of University Marketing and Communications increased its focus on targeted digital marketing for student recruitment. Previously, most of this work was completed by external marketing partners contracted by the University.

The fall 2020 recruitment cycle was led by an in-house team augmented by KORTX, a marketing contractor based in Detroit, saving UToledo tens of thousands of dollars annually. The digital campaigns centered on deploying University messaging on the social media platforms of Facebook, Instagram, Twitter and YouTube, as well as Google Search Ads and display advertising.

The campaigns aimed to attract first-year direct from high school (DHS) students, transfer students and individuals interested in our online and adult degree completion programs. All target audiences received a mix of content and were pointed toward new University landing pages that delivered a tailored, highly visual and conversational marketing message and a form to input their
contact information.

Our marketing efforts targeting DHS prospects directed more than 31,700 users to the utoledo.edu/yourtomorrow websites and led to 126 prospective students sharing their contact information with UToledo. Digital marketing accounted for 43% of the total visits (72,534) to the new undergraduate site; utoledo.edu/yourtomorrow that launched July 1.