Best University Rich Media Online Campaign

Kaplan has a need to improve student acquisition during display touch points, enhance remarketing efforts with revised email templates and track these activities. BGT identified different verticals such as nursing, criminal justice, business, etc. and provided Kaplan with flash banners that help close the marketing loop. Each creative asset is uniquely customized to each vertical to provide a very targeted message and help increase lead form submission.The use of “click-to-chat” technology within the banner ads was evolved by BGT and Kaplan by routing users who clicked on the vertical-specific ad to a chat operator who was an expert in that discipline. For example, banners advertising Kaplan’s nursing with a click-to-chat option will be routed to a live chat with a chat operator assigned to help students specifically interested in the nursing degree. BGT had to develop a process detailing how the potential student is routed from banner to the appropriate LivePerson chat operator depending on vertical.

Contributors:

Kaplan University:	Online Marketing Team

BGT PARTNERS

Location: United States