METHODS & STRATEGIES

From each of the two separate campaigns, a complex digital strategy was created using a wide range of tactics such as long form native content, geo-targeting, search, video, and social media. While certain tactics were designed to be higher up in the funnel and create awareness such as YouTube videos, the ultimate strategy was to bring prospective students lower in the funnel and get them to act and click on the “Apply Now” button.  

For the School of Health Professions, geo-targeting was used around healthcare campuses associated with the Providence Health Systems to push out messaging regarding tuition discounts and special programs to further healthcare professionals’ careers.  

Long form native content was used for both campaigns to better tell stories of students that have achieved great success by furthering their degree with programs from SHP or getting an undergraduate degree from SLAS. The native content was a useful tool for potential students to be able to see what it really is like to attend school at University of Providence.  

For the search part of the campaign, it was important that branded key words did not cannibalize the budget. To prevent this from not happening we created separate search budgets to keep branded keywords from eating up the budget too quickly.