The University of Wyoming increased lead volume by 26% with HubSpot
With so much to offer new students, University of Wyoming embarked on a plan to reach a bigger audience while validating how marketing makes an impact. Using HubSpot allowed it to grow significantly and track efforts efficiently. The university’s growth is sustained by an increase of 26% in lead volume and a conversion rate that has increased to 18% year over year.
41%
Decrease in CPL
452%
increase in landing page views
7%
decrease in cost per acquisition
About University of Wyoming
Rooted in the traditions of the West and surrounded by the rugged Rocky Mountains, the University of Wyoming was founded in 1886 and is a nationally recognized land-grant research institution with expert faculty, top-ranked academics and world-class facilities.
Industry: Education
Company Size: Enterprise (200+ employees)
Location: United States
Use Case:
Increase Leads
Products
Marketing Hub
Strongly impacting the university’s growth and being able to show It
Before 2016, the University of Wyoming’s marketing department focused on brand management with limited insight into advertising effectiveness. Jennifer Petty joined with a background in digital marketing and was soon tasked with creating the university’s first Enrollment Marketing team, aligning with the strategic growth goals.
To establish baseline metrics, Petty implemented HubSpot in December 2015, leveraging her prior experience with the platform. She aimed to modernize the marketing approach and ensure data-driven decision-making. HubSpot’s dashboard allowed the team to connect advertising spend directly to landing page conversions, providing clear reports to leadership on student engagement.
Additionally, the team sought a platform offering ongoing support and training. HubSpot’s resources were crucial for onboarding new team members, with inbound certification as an early task to ensure everyone understood the marketing methodology and objectives.
Boosting enrollment and awareness by using HubSpot
The University of Wyoming started with a basic blog and a few landing pages, but HubSpot’s scalability has enabled significant growth in their marketing efforts. The department has adopted a content-rich strategy, involving students through internships to create engaging content. “Students have amazing stories, and HubSpot has helped us elevate our content strategy,” says Jennifer Petty.
With HubSpot, they effectively track prospects to confirmed enrollments. Petty highlights that 60% of the incoming class engaged with a HubSpot landing page last year. Their gated content, “The Guide to College Value,” achieved a 37% conversion rate, with 14% of leads converting to confirmed students.
HubSpot has enhanced the marketing team’s reputation, fostering a strategic partnership with Admissions. Petty recommends HubSpot to other institutions for its data-driven insights, which bolster marketing initiatives.
Looking ahead, the university plans to increase enrollment and awareness by implementing lead scoring and refining their strategies with HubSpot. “The more strategic we can be with our budget, the better we can serve the university and our students,” Petty concludes.
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