The ROI Debate

It is the holy grail of all marketing activity. Firstly, can you prove what influence a campaign had within a recruitment window? Also, can you be certain how many students were enrolled as a direct result of marketing activity? Imagine having those answers to hand. Funny that…we have a return on investment (ROI) model and it will transform your marketing spend.

We have been in your shoes – as former Directors of Marketing and Admissions, and we know the importance of using an already overstretched budget wisely. For instance, where do you spend the money for maximum return? Which partners deserve your support more than others? There will also be a temptation to repeat attendance at events. But can you prove financial justification for this decision?

Let us create a scenario – familiar to you all. There is an exhibition overseas coming up that your institution has attended over the last few years:

• Average cost of booking space at exhibition: £2000
• Cost of flight and hotel: £1000
• Expenses: £500
• Production of material for the show: £500
• Your time away from the office: There is a price on this too.

For the sake of ease, let us round up the cost to £4,000. Now from that cost, how many enquiries do you expect from the show? How many of those enquiries also left their details with other exhibitors? Most important of all, how many of those enquiries convert into enrolments and ultimately, what is your return on investment?

• Total exhibition cost: £4000
• No of enquiries: Whatever the number, most will also be enquiries for other exhibitors at the show
• Enrolments: Therefore, how many of these enquiries do you feel you could convert?

Our international social media campaigns are highly targeted – matching the needs of our clients, with audiences around the world. Providing the campaign reach, expected total of social media impressions and the likely number of enquiries, L&T create marketing opportunity just for you. Unlike an exhibition, your institution is the only one being showcased.

In addition, we provide a full breakdown of activity per campaign including the total number of enquiries. This allows us to accurately showcase the return on investment in terms of lead generation.

• Total social media campaign: £2500
• No of enquiries: 332 (this is from a recent campaign for one of our clients)
• Enrolments: Therefore, how many of these enquiries do you feel you could convert?

With a greater number of enquiries and the sole interest in your institution, L&T would work with you to convert as many as possible into enrolments.

Advantages:

• Get more from your marketing budget
• Create a larger pipeline
• Build a strong profile in specific locations across the world
• Sole focus – as a result, your institution is the only one seen during the campaign
• Match social media campaigns to support existing events and activity around the world
• Provides accurate ROI for financial reporting to management