Development of Landing Pages for Online Academic Program Promotion
During the 2023-2024 period, as part of my work with Global Alumni, a company specialising in digital education, I was involved in a key project in collaboration with several prestigious universities, including:
ITAM (Instituto Tecnológico Autónomo de México)
Esade (Escuela Superior de Administración y Dirección de Empresas)
CEU (Centro Estudiantil Universitario)
UPENN ELP (University of Pennsylvania English Language Program)
The primary objective of this initiative was to design and develop high-conversion landing pages aimed at promoting the online courses, programs, and master's degrees offered by these institutions. These landing pages functioned as the initial touch-points for comprehensive digital marketing campaigns targeting a professional audience, deployed across various social media platforms.
Target Audience
The campaigns were strategically designed to engage university graduates—both those with and without prior work experience—who were seeking to further their professional development. These individuals were particularly interested in specializing in disciplines such as marketing, business, finance, supply chain, analytics, and related fields.
Strategy and Execution
The project strategy centered on the creation of targeted social media advertising campaigns, which funneled users to meticulously crafted landing pages. These pages were engineered to deliver critical information, enabling visitors to assess the suitability of the courses, programs, or master's degrees offered. The primary goal was to capture user interest and drive conversions by encouraging visitors to submit their contact information, thereby facilitating lead generation for the sales team.
Landing Page Features
Each landing page was meticulously designed with a focus on enhancing user experience and driving conversions. Key features included:
Comprehensive Course Information: Clear presentation of objectives, benefits, and key topics of the course, program, or master’s degree.
Compelling Content: Inclusion of success stories, alumni testimonials, and detailed career opportunities associated with the programs, providing tangible value to potential students.
Cohesive Visual Design: A visually compelling layout, fully aligned with each university's established brand identity, ensuring a seamless and consistent user experience.
Effective Calls to Action (CTAs): Strategically placed and highly visible contact forms, paired with persuasive messaging, designed to maximize lead generation and conversion rates.
Results and Conclusion
The project culminated in the creation of landing pages that not only embodied the distinct identity and values of each institution but also excelled in converting qualified leads. Through rigorous collaboration with various departments, we ensured that every aspect of the landing pages was finely tuned to optimize effectiveness, resulting in a substantial impact on digital marketing campaigns and student enrollment.
This project serves as a testament to the synergy between design, development, and data analysis in crafting digital assets that drive measurable success in promoting online higher education programs.
Landings that are still active:
ITAM
Dive into a comprehensive digital marketing program designed to enhance your skills and advance your career with ITAM’s Marketing Digital 360° course.
https://digitalexed.itam.mx/marketing-digital-360/
UPenn ELP
Elevate your professional English skills with UPenn's English Language Programs, tailored for global professionals seeking growth and excellence.
https://globalalumni.elp.upenn.edu/english-professional-development
