Yale School of Management

Case Study:
Education Marketing – Complex Sale and High Cost

The Situation

Increase inquiries, applications, and quality per lead for Yale EMBA program.

With tuition of $165,000, Yale SOM’s EMBA is a key revenue stream for the school. In 2015 they tripled the size of the program from 30 to 90 students and gave us 4 months to fill the seats. With a new Dean watching, full enrollment was essential for the program to continue.

The Insight

Centralizing ad service and reporting would allow us to test new channels and improve results.

A busy client juggled budgets and analytics across different vendors and channels. The lack of streamlined, strategic media placement frustrated efforts to measure efficacy or compare costs across channels.

The Solution

One management and reporting solution for Google AdWords, Bing, Programmatic, and LinkedIn

We centralized all paid digital media and reporting, allowing us to shift budgets seamlessly to the most effective channels, to test new channels and targets, and apply insights gleaned from one channel to the others on the fly. It also increased management efficiency and reduced fees for the client.

The Results

• 6200+ inquiries over 28 months
• 27% reduced cost per inquiry in year 2 from year 1
• 23% of enrolled students in 2016 directly attributable to paid campaigns
• EMBA program met enrollment target after each year of advertising


Yale School of Management



inquiries in 28 month