Case Study
Carnegie Mellon University
Enrolling Learners in Niche and Specialized STEM Online Certificates
The Challenge
The Carnegie Mellon University Online Education Unit (CMU OEU) was formed in 2023 to provide advanced-level graduate certificates offered fully online. Our challenge is to drive qualified leads and applications amongst US-based prospects for their seven graduate certificates. These certificates are in niche AI and data science disciplines (i.e., 3D Bioprinting and AI for Digital Twins), and each course has a unique academic focus area and eligibility requirements.
What We Did
- Paid Media Strategy
- Paid Media Execution
The Solution
For each program, we introduced LinkedIn to complement search campaigns given the platform’s ability to target niche audiences and qualifications to test if this would be a conversion or consideration driving campaign. We developed bespoke, detailed audience segments for each program based on education, career, and professional criteria to reach uniquely qualified audiences.
The Impact
Thanks to this bespoke approach, LinkedIn has proven to be a one of CMU OEU’s top conversion driving platforms.
Cost per lead remains well below industry benchmark with some programs as low as $50 per lead on average at launch. In addition to being cost efficient, these leads have also been high quality.
In our most recent intake analysis, which evaluates which paid media leads are most likely to start and submit an application, LinkedIn leads had the highest application start and submit conversion rates out of any platform, on par with organic sources.
400m
total impressions
97%
decrease in CPMs
40
countries