ETSU Marketing Case Study

Military Student Recruitment Marketing that Simply Works!

East Tennessee State University had a goal to recruit more military veteran students. With the help of a targeted campaign from VIQTORY they were able to enroll more than 100!

ETSU's Objectives and Challenge

East Tennessee State University encompasses 11 colleges utilizing 4 campuses, several satellite facilities, and a robust online presence. In the heart of Appalachia, ETSU’s main campus sits on 340 acres in the shadow of the Buffalo and Cherokee Mountains. Like many schools, ETSU places high value on military students, but they were having trouble directly reaching them. That’s where VIQTORY came in.

ETSU Military Student Recruitment Marketing

ETSU's Goals

Engage Transitions Veterans

Launch national campaign aimed at engaging veterans pursuing online degrees.

Brand Awareness

Create a pipeline of military student prospects interested in pursuing an online education.

Convert Military Student Leads

Convert military and veteran student leads to actual enrollments of ETSU online degree programs

ETSU's Goals

Engage Transitions Veterans

Launch national campaign aimed at engaging veterans pursuing online degrees.

Brand Awareness

Create a pipeline of military student prospects interested in pursuing an online education.

Convert Military Student Leads

Convert military and veteran student leads to actual enrollments of ETSU online degree programs

Why VIQTORY?

Founded in 2001 by Navy veterans, VIQTORY established itself as the premier Military Marketing Agency focusing on employment and entrepreneurship opportunities. Since then, VIQTORY has built itself into a trusted leader in the military veteran recruitment, with unprecedented data-based insights into veteran interests, skills and entrepreneurship behaviors. VIQTORY’S rich first-party data set, incorporating survey results, lookalike audiences, data overlays and predictive models built by their in-house data scientists and digital strategists helps their clients reach millions of potentially interested U.S. veterans and military spouses.

ETSU's Results

1 Million Impressions

Over the life of the campaign developed by VIQTORY, ETSU's ads received 1,000,000 targeted impressions.

4,000 Interested Veterans

ETSU gained 4,000 referrals across social networks, ​positioning ETSU as a top education option for veterans.

100+ new veteran students

More than 100 military students enrolled at ETSU during the enrollment period of their campaigns.

How we Did It

Powerful Social Recruitment Marketing

VIQTORY helped ETSU reach veterans seeking education opportunities with a strong message-to-market match and first-party data targeting, and audience lookalikes. While many clients often bring their own creative, VIQTORY’s internal creative team has 40 combined years of military- and veteran-specific design experience, which is critical to a successful campaign that hinges on delivering the right message at the right time to the right audience segment. To ensure campaigns stay up to date, VIQTORY constantly split tests creatives and makes changes in real-time.

screenshots of digital ads

Programmatic Campaigns

VIQTORY tailored a campaign to ETSU’s unique recruiting needs. Utilizing our laser focused targeting abilities across social platforms and the rest of the internet, we were able to generate significant interest in ETSU’s online degree opportunities amongst veterans.

Print Advertising

ETSU placed full page ads in GI Jobs magazine to build brand awareness within the military community. With thousands of distribution points worldwide, these ads in GI Jobs magazine put ETSU top of mind for military service-members and veterans.

Screen shots of ETSU ads in G.I. Jobs Magazine

E-Blasts

VIQTORY sent out an “E-Blast” on behalf of ETSU to GI Jobs’ mailing list of 55,000 veterans and service-members. The email included ETSU branding and a customized recruitment message that emphasized why a veteran would be interested in ETSU’s opportunities

Sponsored School Profile

A sponsored school profile for ETSU was placed on GIjobs.com, highlighting their educational opportunities and generating interest in them from the 1.6 million individuals that visit the site each year. 

Screen shot of ETSU school profile on G.I. Jobs
*results may vary depending on client campaign objectives, goals and strategy

Reach More Military Students!

Our team of experts drive serious results using our proprietary data. We’ve increased military student enrollments for some of America’s leading schools. If you’d like to learn more about how we can help your school achieve results like the ones above, reach out to us. We’d be happy to develop a plan with you!