Case Studies

	Site URL: www.saintleo.edu Launch Date: November 2002 Campaign Duration: 1 Week Assigned Team: 4 Employees Strategy Used: Targeted Email Blast

St. Leo University
MBA online program successful with an "8 to 1" ROI

HISTORY
Saint Leo University is a Catholic, coeducational liberal arts university offering programs leading to the associate's and baccalaureate degrees and the Master of Business Administration and Master of Education degrees. As the first Catholic college in Florida, Saint Leo opened its doors with the dedication of its main building on September 14, 1890. St. Leo is the 3rd largest online education provider in the United States.

BRIEF
Saint Leo University wanted to launch an e-mail campaign to increase enrollment to their new distance-learning center for their online MBA program.

CHALLENGE
To create a strong call to action that would encourage potential MBA students to fill out a request for information form. These students would they receive a follow-up phone call from the admissions department to qualify them for enrollment.

PROCESS
Saint Leo University allocated a small test budget to this campaign of $7,600, which had to include the purchase of a targeted list and creative. .Com Marketing wanted the potential student to fill out the form directly from the e-mail without having to click to the Web site. The leads were downloaded into a database twice per week and given to the Saint Leo University for follow-up.
The subject line was “Earn Your MBA in 12 months!

RESULTS
40,000 targeted e-mails sent to an education opt-in e-mail list
1,120 leads were received within a 2-week period
10 students were enrolled in the program.
MBA program costs $5,820 for 6 eight-week terms.
Total revenue - $58,200
Return on Investment- 8 to 1