Content is more than just writing a story; it is sharing information that creates an audience experience that establishes a connection and creates conversions. At Wendt, creating meaningful content that connects and converts is an integral part of the marketing tactics we provide. We are masters at telling stories in different mediums and understanding how users interact with brands through touchpoints. So, when the University of Providence approached us to increase attendance, we were ecstatic to collaborate and dove right in.
Ideally situated between Glacier and Yellowstone National Parks, the University of Providence is a small liberal arts university based in Great Falls, Montana. They believe that higher education is more than just a degree. It’s about helping individuals discover their potential and aspire to make a difference in the lives of others. With such great information like this to share, creating content that showed how UP connects people, communities, opportunities, and ideas through an inspired and mission-driven education was easy to accomplish.
For example, we created content about students like Minette Long, whose life had been deeply impacted by attending the university. A registered nurse for 41 years, Minette has a passion for healing people. However, her career goal was always to become a nursing instructor and nurse educator. (Nurse educators combine science and the humanities in impactful ways to develop and evaluate nursing education now and into the future.) For Minette, the University of Providence led her to become a clinical nurse educator and helped her navigate her way to a better career.
Incorporating content to tell Minette’s story was a part of an ultimate strategy to bring prospective students lower into the funnel of decision-making and get them to act by clicking to apply on UP’s website. And using platforms that distribute and analyze the impact of branded content, made sure that Minette’s meaningful narrative was seen in a strategically targeted manner that converted. In total, the campaign included video, digital ads, mobile, native content, social media, and streaming audio. It generated over six million impressions and drove close to 18,000 website visits. It also resulted in 536 conversions to the “Apply Now” button. You can see the entire campaign here.
Content can come in many different forms, but at its core, it needs to be engaging and have a strategy. At Wendt, we’re curious creatives who create powerful content with bold impact. It’s how we create meaningful outreach that connects and converts. To learn about the content we create and our other areas of expertise, check out our services here.