Summary
This case study details the collaboration between the UC Santa Barbara Bren School of Environmental Science & Management and Cybba to enhance enrollment for two Master’s programs during the COVID-19 pandemic. The document outlines the challenges faced by higher education institutions in meeting enrollment figures amid the pandemic and describes how UCSB utilized Cybba's digital advertising expertise to promote their new Master of Environment Data Science program and the existing Master of Environment Science and Management program. The approach included leveraging various digital platforms such as Facebook, LinkedIn, and Display ads, along with Search Engine Marketing, to drive awareness and engagement. The case study highlights the effectiveness of targeted advertising and virtual open house events in attracting prospective students. The results indicate significant increases in leads and applications, with metrics showing an average month-over-month increase in leads by 82% and a click-through rate exceeding industry benchmarks by 155%.
