I’m giving the site a bit of a facelift since it’s been nearly 4 years since I first rolled this out. Since I’m not technically savvy enough to…
|This content marketing effort caused more than a 30% lift in enrollment, compared with prospects who didn’t experience this program.
DeVry already had programs and initiatives that were amazing proof that the school “walked the walk” when it came to preparing students for future careers. But no one outside the school knew about them. Our first step was to do a comprehensive audit and conduct stakeholder interviews to break down the silos in their organization.
Out of that, we developed a strategy that incorporated the best stories they had to tell. The school partnered with Fortune 500 companies to make sure their graduates had the skills those companies wanted, so we focused on one major partner per quarter. We found the students working in fields related to those partners, and told their stories to get prospects excited about those future careers. We also tapped into DeVry’s faculty and made them into heroes and thought leaders.
The result was a blend of articles, infographics and videos focused on generating excitement around a career change. After they experienced this content, we matched it up with one of the school’s relevant programs to drive them further down the funnel. The content was shared across paid, owned and earned channels based on a comprehensive media strategy.
Most importantly – it poured qualified leads into their funnel. A prospect that experienced our campaign was more likely to enroll in the school and think favorably of DeVry