Higher Ed + EdTech Case Study
Dozens of organizations in the Edtech sphere are discovering the radical shift in how students start their enrollment journey. Companies like Tiber Health are searching for new strategies to break through the clutter, increase brand awareness, and drive incremental tuition revenue through enrollment growth.
Tiber Health is on the mission to scale and increase access to quality healthcare education. Tiber is an innovative Edtech company whose flagship learning and analytics platform powers enhanced learning opportunities for medical students. Aside from its technology, Tiber partners with other universities offering its innovative Master of Science in Medical Sciences (MSMS) master’s degree to other medical schools throughout the US, and Tiber Health owns Ponce Health Sciences University with a location in St. Louis, MO, and Puerto Rico.
The Value of Admissions Webinars
Admissions webinars can help universities convert their inquiries into enrollments and drive up enrollment yield. These digital admissions webinars can be less expensive than in-person events and can provide your marketing team with months of content that can be leveraged and repurposed 20+ different ways. Check out our blog on how to leverage admissions webinars into future content for social media, emails, websites, etc.
Why Tiber Health Wanted to Do Admissions Webinars
Tiber Health is on a mission to help more students get into medical school, especially those students who may have been overlooked by traditional medical schools. Because their alternative path to medical school is so innovative, it requires more explanation.
The goal of the admissions webinars is to help drive up their programmatic awareness and consideration. Tiber needs to explain how their MSMS program works and why someone would want to enroll in their program (sharing value props).
While their last admissions webinar was successful, it had been over two years since the last event.
Our approach was to create webinar assets that Tiber can re-use for future webinars. We breakdown what we did for them below.
Through the webinar strategy we created for Tiber, they are able to leverage and amplify the webinar for months to come through content repurposing.
Content repurposing is an extremely valuable technique for increasing the longevity of a single piece of content! Using this strategy, you get more out of the time you’ve spent creating the webinar.
Project Objectives:
- Create awareness for their MSMS degree
- Drive webinar registrations
- Grow their lead nurturing database
- Drive more enrollments for their partner schools
What Was Done: Creating a Cross-Channel Strategy
This project kicked off about 10-days before the admissions webinar date. Tiber Health’s VP of Marketing moved on to another organization right before the event. Other amazing folks at Tiber stepped in to help manage the project internally.
It was important to build awareness and drive new people into their lead nurturing funnel.
Our team turned around the webinar promotions within 48 hours, including the Google Ads, Facebook ads, landing page creation, and the first email promoting the webinar. This way Tiber can run ads to drive new people into their awareness and consideration pipeline.
We suggested Tiber develops a large assortment of digital assets that can be re-used easily for future webinars.
Assets Created for the Campaign:
- Facebook and Google ads creation, copywriting, and design
- Email campaign (set of emails promoting event)
- Wrote script and recorded a video promo
- New website landing page
- Designed and uploaded a social media preview image
- Set up integrations with landing page and Zoom
- Set up a set of reminder emails which were integrated with Zoom (day of email blast and other reminders)
- Presentation slides
- A set of four email nurturing emails sent on a schedule after the webinar to promote the replay and webinar video snippets
- Edited landing page to show the replay (evergreen content)
- Video edited webinar, then uploaded it to YouTube, and optimized to improve findability
- Edited two video snippets from the webinar (shorter clips from the full webinar)
- Designed thumbnails for all the videos
Social Media + Paid Media Promotions
Our team wrote the copy and designed a few Facebook ad variations, along with a Facebook story size variation. For Google ads, our team wrote the ad copy for Tiber’s team to use when promoting the event. The Tiber internal team handled the paid media execution.
Due to a time crunch, Ellison Ellery wrote the script and recorded a promotional video used to promote the upcoming webinar on social media. Our team edited the video and added captions and shared the video with Tiber to use on Facebook.
Presentation Slides
Next, our team worked on creating slides for their presentation. Initially, Tiber did not want to use slides for their webinar.
Our philosophy is to create graphically designed slides to support what the speaker was saying, plus, this can make a webinar replay more engaging to watch and visually stimulating. We’re not talking about text on PowerPoint slides.
By adding a set of slides, it also prompted the speaker, which made it easier for our video editor to make cleaner cuts when editing the webinar into shorter clips (snippets).
Email Campaigns + Shortened Video Snippets
Over the past few years, Tiber has built up an email database that we used to promote the webinar. Ellison Ellery wrote and designed an email campaign to encourage their contacts to sign up for the upcoming webinar.
Before the Webinar
There was a set of three emails encouraging people to sign up for the webinar, each with a different hook and value props. They received 3x the number of registrations for this event compared to their previous webinar.
Our team also set up the Zoom integrations and wrote and created a set of branded webinar reminder emails.
After the Webinar
After the webinar, Ellison Ellery wrote and designed four nurturing emails. These nurturing emails highlighted different insights mentioned during the webinar. The first email promoted watching the full webinar replay (in case you missed it).
There were several CTAs added to the email campaign which included watching the full replay, learning more about partner schools, along with sharing value props for their program.
The next three emails promoted each one of the webinar video snippets, along with other CTAs.
To learn more about how to best leverage and amplify your webinar to drive value and enrollments for months to come.
Video Snippets
Our team watched the full webinar, identified some strong insightful nuggets, and edited those into new clips, which are video snippets, around 3-minute or less in length.
These shorter clips can easily be shared on social media and provide new content for your lead nurturing emails.
For these video snippets, we created new thumbnail images to promote each one as a standalone image, we also uploaded each one to YouTube with an engaging title, description, and CTAs. We also optimized the video with relevant search tags to help the video be found. The full webinar and snippets are on YouTube and optimized to be found if someone is looking to get into medical school.
The goal is to drive more awareness for Tiber’s MSMS program and more awareness for Tiber’s partner schools. YouTube is the second most popular search engine behind Google.
It needs to be a part of every school’s marketing strategy.
“Google now processes over 40,000 search queries every second on average which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.“
We Turned the Webinar into 10 Pieces of New Content
As mentioned, the webinar was sliced and diced into multiple smaller pieces of content. These smaller pieces can be used across nearly any of their communications channels including social media, YouTube, their website, and email communications.
Not only did the replay give prospective students added value, but each shorter piece of content created from the webinar allows Tiber to leverage and amplify across channels to get in front of different types of prospective students.
Some prospective students may have ignored Tiber’s webinar promotions but may have seen one of their 3-minute video snippets from the webinar on social media.
The goal is to entice visitors to watch the shorter clip and drive them to watch the full webinar or learn more about their partner’s schools.
Even if many of their prospective students did not want to watch the full webinar, the video snippets provided another touchpoint to help move the prospective student closer to enrollment.
Marketing research shows it can take up to seven touchpoints before a prospective student or customer is openly considering enrolling or buying something. We need students to engage with your university to be in their consideration set when they decide to go back to school. If the prospective student doesn’t remember your university, then it’s unlikely that the student will actively consider enrolling at your university.
To learn more about how to best leverage and amplify your webinar to drive value and enrollments for months to come.
Admissions Webinar Blueprint
As we helped Tiber develop a blueprint to ensure you get the most value from their webinars. This blueprint and webinar assets can be used for future webinars to reduce the amount of effort required by Tiber’s internal staff to execute the webinar, with the goal to have more admissions webinars more often.
Most institutions would say their webinars were not a roaring success because the webinar is not utilized after the event is over. Most universities host webinars infrequently because they can be too burdensome on the staff and may not drive the needed results to warrant the workload to produce them. This is because most universities and colleges do not have a well-documented process and have not created the right promotional assets for the webinar. Keep reading as we’ll provide you with these tips below. Plus, we can send you a copy of our go-to webinar blueprint for you to use with your next webinar!
Read our blog post on how best to repurpose admissions webinars into additional social media content.
Summary + Results
Thanks to our multichannel strategy, Tiber now has a webinar process that has shown evidence to convert. Plus, they have a content syndication process where they can repurpose small pieces to create more touch points with prospects.
We suggested Tiber develops a large assortment of digital assets that can be re-used easily for future webinars.
300% Increase in Webinar Sign-Ups
Compared to their anticipated registrants, Ellison and Tiber collaborated to 3X their pool of webinar registrants, plus, created a replicable process.
Several of Tiber’s partner schools have been able to attribute enrollments from this webinar. Numerous other webinar participants are in various stages of the enrollment process for Tiber’s partner schools.
Increasing Registrations & Enrollment
With a clear strategy, engaging content, and a high-value webinar strategy, Edtech, and higher ed institutions can create new pathways to grow enrollments. Get more strategies on how best to leverage your Admissions Webinar and repurpose its content to amplify its reach, along with access to our Admissions Webinar Blueprint, including ideas on how to repurpose your webinar content for added value.
About Tiber Health:
Tiber is an innovative Edtech company whose flagship learning and analytics platform powers enhanced learning opportunities for medical students. Aside from its technology, Tiber partners with other universities offering its innovative Master of Science in Medical Sciences (MSMS) master’s degree to other medical schools throughout the US, and Tiber Health owns Ponce Health Sciences University with a location in St. Louis, MO, and Puerto Rico.
Ponce Health Sciences University is Tiber’s flagship university in Ponce, Puerto Rico. Within 18 months of implementing Tiber’s methodology and curriculum delivery platform, the school experienced a transformation. It went from a struggling university to a thriving example of success. Ponce is now building a state-of-the-art new medical school in St. Louis, MO.
Tiber’s Health curriculum offers universities an opportunity to offer a Master of Science in Medical Sciences (MSMS). Currently, they partner with:
- Bethel University
- Jacksonville University
- Lasell University
- Marymount University
- Saint Xavier University
- Southern California University of Health Sciences
- St. John’s University
