Noetic Marketer

A dynamic business school in Alberta is known for its flexible programs, experiential learning opportunities, and strong community connections. Specifically designed to serve working professionals, the school offers specialized graduate programs that empower students to advance their careers without pausing them. To attract experienced healthcare practitioners looking to transition into leadership, the school needed to launch a targeted digital marketing campaign for two key programs uniquely delivered through a collaboration between the business school and the faculty of health sciences.

Our strategy was informed by a deep analysis of competitor messaging and a detailed student persona, allowing us to position the school’s programs as the most direct and flexible path to career advancement. To meet the campaign’s aggressive four-month timeline, our approach was built on speed and precision, targeting a highly specific audience of working healthcare professionals. We bypassed a lengthy awareness phase and immediately moved to create a complete lead generation and nurturing ecosystem from scratch.

The campaign delivered:

• A 125% increase in domestic applications (Canadian citizens and residents)
• A 63% lower cost-per-lead than the industry benchmark

Key learning included:

• Healthcare professionals are motivated by tangible career outcomes. We focused our messaging on career progression, such as students improving their current role and unlocking future managerial positions.
• Test platform efficiency, not just precision. While LinkedIn offered precise targeting, Meta proved to be the workhorse, generating the majority of leads at a lower cost.
• In a short campaign, a strong nurturing strategy drives urgency. With only four months, our multi-touch email sequence and info session created consistent touchpoints that guided busy professionals to apply before the deadline.

A faculty of social sciences at an Ontario university offers graduate programs for action-driven individuals who want to become social change agents. With a unique focus on eco-social justice and hands-on experience, the school aims to empower students to tackle complex issues like sustainability and social equity. As a newer school with purpose-driven, niche programs, they needed a digital marketing partner who could understand their unique, non-corporate ethos. They sought to build brand awareness and generate qualified leads for two key programs.

Our partnership began with a deep discovery process, including a competitive analysis, to fully understand the school’s unique, purpose-driven mission in the broader market. This foundational research informed our strategy development, where we created detailed student personas for each program and built a core messaging strategy rooted in hope and action. With this strategic framework in place, we designed and executed a two-phase, bilingual digital marketing campaign from the ground up, ensuring our approach would create an authentic connection with individuals looking to become agents of social and ecological change.

The campaign delivered:

• A 97% increase in qualified leads compared to the previous year
• A 40% increase in total applications compared to the previous year
• A 233% increase in offers of admission compared to the prior year
• A 325% increase in new students across the two programs compared to the previous year

Key learning included:

• Purpose-driven marketing must embody the mission. A strategy rooted in hope and inclusivity successfully engaged a niche audience where traditional, corporate-style messaging had failed.
• For new programs, build awareness before seeking conversions. Our two-phase campaign model maximized ROI by first warming the market, then shifting the budget to direct lead generation.
• In a niche market, a tight client feedback loop is the best optimization tool. Our close partnership allowed us to translate the client’s deep audience knowledge into rapid and authentic campaign adjustments.

A premier business school at an Ontario university is dedicated to building a better Canada. With a focus on purpose-driven programs and experiential learning,  the school empowers students to become influential leaders and responsible managers who can navigate the complexities of the modern business world. To continue attracting top-tier talent to its prestigious MBA program, the school sought a strategic marketing partner to manage the program’s annual digital advertising campaigns.

Our multi-year partnership with the school is built on a foundation of continuous evolution. Following a methodology that began with deep audience and market analysis, we implemented a data-driven, full-funnel strategy designed not just to meet, but to exceed previous years’ benchmarks. By combining this analysis with agile execution and optimization, we created a scalable and efficient recruitment engine for the MBA program.

The campaign has delivered:

• A 119% increase in the total number of domestic applications from all sources (2021-2025)
• A 28.12% average yearly growth (2021-2025) of domestic MBA applications, attributed to media sources promoted by Noetic Marketer
• A 30.32% average yearly increase (2021-2025) in the lead-to-application conversion rate for domestic MBA candidates, attributed to media sources promoted by Noetic Marketer

Key learnings include:

• Prospects are buying an identity, not just a degree. We anchor our messaging in aspirational outcomes, such as becoming a “responsible leader,” to attract high-calibre candidates motivated by transformation.
• The delivery model dictates the marketing message. The in-person MBA emphasizes community and prestige, whereas the online MBA emphasizes a message of flexible career acceleration and impact.
• Sustainable growth is a marathon, not a sprint. Our multi-year partnership has shown that iterative optimization through consistent testing and a tight feedback loop is key to improving lead quality and lowering long-term acquisition costs.

A leading faculty of engineering at an Ontario-based university is dedicated to training forward-thinking engineers and computer scientists, and works with top researchers in the field. With a focus on collaborative, interdisciplinary research and strong ties to industry, the faculty provides students with an education that balances theory and practice, preparing them to solve real-world problems and lead innovation on a global scale. To support its growing graduate online programs, the faculty sought a strategic partner to manage its annual digital advertising campaigns. The primary challenge is generating a consistent stream of qualified leads and driving student enrollment in a competitive landscape.

Our partnership is grounded in a data-first methodology. Our work began with a thorough examination of the competitive landscape and existing performance to establish a clear baseline. From there, we developed detailed student personas and mapped their unique journeys to guide a tailored, full-funnel strategy for each program. This informed our agile execution process, where we launch, manage, and continuously optimize all campaigns with a focus on maximizing ROI and exceeding enrollment goals.

The campaign has delivered:

• 6,000 marketing qualified leads
• A 20.21% year-over-year (2023-2024) decrease in cost-per-enrollment
• A “complete success,” bringing nearly as many students per cohort as prior to our campaign, with one-fifth of the marketing budget.

Key learnings include:

• Hyper-personalization is key. By creating targeted ad messaging for niche job titles and conducting A/B testing on pages, we effectively speak directly to ideal candidates, thereby lowering acquisition costs and increasing conversions.
• An agile feedback loop is non-negotiable. Constant communication between marketing and admissions allows us to adjust our strategy in real-time to align with enrollment needs.
• Automating the middle funnel is critical. Through targeted automations, email reminders, and retargeting ads, we increased the velocity at which leads moved from interest to interview.