Increase Your Webinar ROI With Prize Draws

Carrie Chambers, Director of Digital Strategy & Student Engagement at Butler University, shows us how to turn up engagement and conversions in online webinars using prize draws. Inspired by the popularity of Pearl Parties in the early pandemic days, she came up with an idea to host short info sessions, no slides, with prize draws every 4-5 minutes. The results are incredible: much more qualified leads and over four times more applications (and much lower investment in paid social!).

Key Takeaways

• Drive Engagement with Prize Draws: Interspersing prize draws throughout the session keeps attendees engaged and encourages on-the-spot RFI submissions.
• Adapt the Format for Your Audience: Focus on short, direct information in small segments for maximum retention and interest.
• Use Cross-Functional Collaboration: Teamwork with admissions and marketing departments is essential for smooth execution, technology setup, and managing live Q&A.

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Episode Summary

Reinventing the Info Session for Maximum Engagement

Carrie Chambers describes how, during the COVID-19 pandemic, she had to find a way to make Miami University’s online information sessions stand out from the crowd. Inspired by “pearl parties” (multi-level marketing events where people join live online to watch oyster openings and win prizes), Carrie designed “Merch and Mingle,” a 30-minute, Facebook Live-based info session. In this format, presenters shared short bursts of key information on specific topics, like financial aid or online learning, followed by quick prize draws using names from submitted request for information (RFI) forms.

By avoiding lengthy slide presentations and focusing instead on concise, valuable information segments, Merch and Mingle turned the traditional info session into an engaging online experience. The mix of real-time prize draws with engaging live conversation proved especially effective at capturing the attention of prospective students juggling other responsibilities.

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Running Merch and Mingle with Limited Resources

The Merch and Mingle events were designed to be as resource-light as possible. Carrie's team used tools and merchandise they already had on hand, such as university-branded items and promotional merch, which helped cut down on costs. With the help of Miami’s admissions team, the events were set up using Facebook Live linked through Zoom, making it easy to manage and answer questions from prospective students in real-time. The team also ensured that the sessions required minimal preparation from subject matter experts, who only needed an outline to follow for the brief, to-the-point discussions.

The prize draw itself was simple: names were entered into a random name generator pulled from RFI forms, and winners were announced live in the comments. This setup made it easy to manage and contributed to an upbeat, friendly atmosphere that kept attendees engaged and increased RFI submissions in real time.

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Results and Lasting Impact

The Merch and Mingle sessions drove a significant increase in applications, with over 50 applications from social media in a single year—up from just nine the previous year. This tactic also helped create a more engaging, community-driven online experience, which resonated with the target audience of adult learners interested in online programs. Internally, the admissions and marketing teams praised the approach for its affordability and effectiveness.

Carrie notes that, though social media dynamics have evolved since the pandemic, the principles behind Merch and Mingle remain valuable. Moving forward, a similar approach could involve live streaming across multiple platforms to reach wider audiences or adjusting the timing and prizes to fit a younger, more traditional college demographic. By focusing on concise information and maintaining an interactive, prize-driven format, enrollment marketers can create virtual info sessions that feel both engaging and accessible.

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This Episode is Brought to You By Our Friends at Ologie

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Ologie offers award-winning creative, smart strategy, innovative thinking, and expert digital marketing. Most of all, they’ll help you connect with your audiences, bring your stakeholders together, and achieve the results that matter most to you.

Want to find out more about how you can build a compelling brand or campaign? Visit ologie.com.

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