Case Study: UCLA

How UCLA Extension has increased online enrollment 20% each quarter.

Situation:

Online Learning is one of the Internet's hottest "new generation" growth categories. As consumers are discovering the convenience of taking classes from their homes and offices, colleges and universities around the world are rushing to expand and market their Continuing Education programs with online strategies. This is clearly an opportunity for institutions to grow their business with minimum capital expenditures.

Problem:

In addition to established colleges and universities, market demand has spawned intense competition from start-up "online universities". The result is a fierce competitive environment in the world of online education.

Paradoxically, UCLA, the birthplace of the Internet, was late to market with its online learning courses offered through UCLA Extension. This as well as the changing competitive landscape made it difficult for UCLA to achieve the market share expected of one of the world's leading educational institutions.

Solution:

A dominant presence on Internet search engines was quickly developed for UCLA Extension. Combining key word analysis and performance technology, NetAdvantage rapidly increased qualified traffic to UCLA's website.

Results:

Enrollment increased 20% over the previous quarter within six weeks of the NetAdvantage search engine initiative. And more important, a 20% increase has been achieved each quarter during the subsequent 12 months.

The success and cost efficiency of this program relative to alternative marketing vehicles has resulted in increased resources for UCLA's online marketing initiative.