Ellucian eLive 2020


Every year, Ellucian runs a three-day event, attracting over 8,000 delegates from the higher education sector. Confronted with lockdown, the best alternative seemed to be an online version of the same thing, helping to maintain momentum for a flagship event.

But customers said otherwise. In reimagining the event, Ellucian discovered an opportunity to create a longer-term program of peer and community-based learning.

Every year, Ellucian runs a three-day event, attracting over 8,000 delegates from the higher education sector. Confronted with lockdown, the best alternative seemed to be an online version of the same thing, helping to maintain momentum for a flagship event.

But customers said otherwise. In reimagining the event, Ellucian discovered an opportunity to create a longer-term program of peer and community-based learning.

The answer was a five-month online engagement program. We developed a persona-based content marketing strategy, supported by a demand generation engine that maximized programmatic and paid advertising on LinkedIn.

We deployed a two-tier targeting approach aimed at key prospects and customers. We recruited delegates with an integrated Paid Media and Paid Social approach that included always-on Programmatic and Remarketing activities to promote the live and on-demand sessions and maintain a connected community. 

This agile approach enabled us to quick-launch additional ads and content promoting events. Also, to publish content in response to real-time global events and developments. A customized KPI dashboard enabled agile adjustments and tactical deployments where paid social was found to be delivering strong results with key personas, and in instances where programmatic media. We also deployed social listening, enhancing our ability to be agile and responsive.

730% increase in registrations
2,000 new accounts created
1M+ minutes of content consumed

Success meant not only maintaining continuous registrations but ensuring we attracted the right targeted personas and kept customers engaged and re-engaged throughout the entire experience.

The results of the campaign speak for themselves, but most importantly show that this was the right approach for both us and our community. It has been a remarkable journey and we are excited to build on this success in the future.

Vice President of Global Campaigns at Ellucian
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