BUILDING A MORE PROFITABLE SCHOOL USING DIGITAL STRATEGIES FOCUSED ON TRUE ROI

A pioneer in distance learning, Penn Foster is one of the largest and most respected online educators in the U.S., with more than 30,000 graduates each year across its high school, college and career training programs. TfA’s higher-education experts partnered with Penn Foster as its digital agency of record, bringing an evolutionary approach to its marketing strategies to assess and optimize profitability at every level – from inquiries to enrollments, lifetime value and, ultimately, true profitability.

Strategic Approach

Penn Foster was no stranger to driving enrollments through digital channels when it first engaged with The frank Agency. But results and performance of its marketing programs were slipping. It needed a fresh approach.

We progressively assessed, analyzed and optimized all facets of their digital strategy ‒ including paid search, display, retargeting, SEO, content and landing pages – to improve performance at every level of the student recruitment and enrollment journey. From eliminating non-productive keywords (66,000 of them!) to boosting viable inquiries, to decreasing CPE by 40%, to an 11.6% lift in student LTV, and finally to a 41.8% increase in overall profitability through our program-focused approach, Team frank was able to put Penn Foster back at the head of the class.