DeVry: Know How for a New Tomorrow

This content marketing effort caused more than a 30% lift in enrollment, compared with prospects who didn’t experience this program.

Project Objective
Establish DeVry’s reputation as a forward-thinking school that helps students get a job after graduation.

Strategy
Fuel and host the conversation around how America needs to get ready for the upcoming job shortage of 20 million college graduates by 2025.

The Work
We set out to showcase how DeVry prepares students for a career in the new economy by creating content about their unique partnerships with Fortune 500 companies, perspectives from DeVry grads working in the field and thought leadership from their best-in-class faculty.

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.

Results
We reached over a million prospects in just five months and our earned reach exceeded paid reach, demonstrating how we were able to create content that sparked conversations.

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

Deliverables
Content Audit & Stakeholder Interviews
Content Strategy
Distribution Strategy
Editorial Planning
Content Management

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