Nexford University Case Study

The Challenge

Nexford was established to provide online only MBA/BBA courses aimed at mostly developing markets and lower-income audiences in developed markets

I was hired to help launch their brand into multiple new territories, to test acquisition channels including FB/IG; Google Ads (Search/Display); set up their Lifecycle Marketing activities for nurture, onboarding and ongoing course specific communications; and a focus on Conversion Rate Optimization and SEO / Content Marketing.

The Process

We launched into 6 test territories - US, UK, Egypt, Nigeria, Thailand and Philippines.
Through the course of testing we successfully devised territory specific user journeys, optimising from top to bottom of funnel and establishing baseline acquisition metrics ready to scale up and replicate in new territories.

The Solution

From a typical cost per application (CPL), of over $200 and an application-to-enrollment rate of 5%, we reduced CPL down to ~$40 blended and increased the application-to-enrollment rate to ~15%, therefore improving quality and reducing costs dramatically. We established the playbook that was then replicated globally.
I was also responsible for pushing the establishment of academic recruitment best practice, including a scholarship program.
Despite intense competition in this space, through technical improvements and content generation, I also managed to improve organic traffic from almost nothing to 12k clicks per month within 6 months.

Website

https://www.nexford.org

Skills Used

Paid Ads,Paid Ads,Paid Ads,Paid Ads,Content Marketing,Web Development,CRO,Email Marketing,SEO,Apple Optimization,Other,Marketing Strategy

Industry

Education

Results by the numbers

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