How Center for Allied Health Education Partnered with OpenMoves to Generate Over 10k Higher Ed Leads Since 2021
Center for Allied Health Education (CAHE) is an accredited healthcare education institute offering a range of programs including Radiography, Sonography, EMT training, and more. Located in Brooklyn, CAHE is one of New York’s most respected healthcare schools. Like most higher education providers, generating quality inquiries from prospective students is key to the school’s growth and success.
leads from students applying or requesting information
total conversions online
growth in Google Business referred traffic
student applications sourced from Google Ads
Working with OpenMoves has been a major driver of growth and success for our online applications. The program developed by OM has consistently generated quality leads at affordable rates and across multiple channels like Facebook and Google. They’ve been a great reliable partner for many years and really have helped my team grow the business online.
The higher education market is one of the most active and competitive areas for lead generation. Education marketers face many challenges including aggressive CPCs, long and complex customer journeys, heavy seasonality, and more. To put it simply, higher education leads are expensive to generate and take a long time to nurture into paying students. These challenges were only exacerbated by COVID and the complexity and uncertainty of school closures, remote learning and more.
These were some of the challenges that CAHE has presented to OpenMoves through our long relationship. In response, OpenMoves has worked to create a comprehensive digital strategy including Google Ads, Facebook Ads, SEO, Marketing Automation and more.
Target a niche group of users with medical career aspirations.
Find students who could attend CAHE’s physical locations.
Optimize and nuture leads at every step of the funnel and throughout the prospect’s journey.
The education market in New York is very competitive. Succeeding in this space required strong coordination across SEO, paid search and paid social to allocate time and budget to the best channels at the right times and across the right programs.
Finding Audiences on Facebook. There was no doubt that CAHE’s audience existed on the Meta Ads platform – it was just a question of finding them. Through a range of structured audience tests OM considered lookalikes, geotargeting, age and gender targeting, interest targeting, and more. Audience learnings from Facebook could then easily be applied as Google Ads demographics targets.
Optimizing for Deep Funnel Lead Quality. It’s not enough to just get a form filled – the applicant needs to be local, interested, and informed. OM found that some campaigns that looked effective “on paper” such as those using Facebook’s Lead Ads creative format actually did not generate leads that converted into students. It was important to measure not just CPA (cost per acquisition) across channels but also channel-specific lead quality to allocate budget correctly.
Lead Nurturing. Staying top of mind with interested visitors is key to maximizing conversions. OM maintained an effective remarketing and retargeting campaigns on Google Ads, Facebook and Instagram to stay top of mind to prospective visitors with relevant banners. Additionally, OM deployed marketing automation to send automated email drips to prospective students that started filling an application form but did not complete the form; these automated drips helped increase student applications.
Seasons and Programs. Like most education marketers, CAHE had seasonal needs for budget allocation and lead targets. CAHE also had goals specific to each course in terms of target volume and start date. For an agency like OM, it is a challenge to keep core programs stable while also being nimble. Leveraging slow-and-steady channels like SEO allowed CAHE to keep leads flowing in all year, while burst channels like Facebook and Google Display allowed fast focus on specific programs and seasons.
I’ve worked with CAHE for several years across different brands and challenges, and today I am our lead project manager for CAHE’s overall digital strategy at OpenMoves. I love working with this client because we have a truly multichannel effort here across Google, Facebook, SEO and more. We can be really effective at tracking the bottom line success of our efforts at getting real students through the door and optimizing our marketing plans to achieve those outcomes in a way that is nimble and based on performance. CAHE is a great brand and school and it’s always a pleasure to work with their team!