Lead Generation Case Study

Palo Alto University

Palo Alto University is a private, nonprofit university with a sole focus on psychology and counseling at the undergraduate, graduate, and doctoral levels.

Goal

250 monthly inquiries

Result

272
Average Monthly Inquiries Delivered

49%
Increase in monthly inquiries

Example of displays for Palo Alto University Case Study - Search Influence
Example of displays for Palo Alto University Case Study - Search Influence

Goal & Situation:

Inquiries and started applications are the metrics that matter most to small universities and higher education institutions.

Palo Alto had been running a cross-channel Google, Facebook, and SEO campaign for approximately a year with modest results. In Q1 2020, digital marketing delivered an average of 185 leads per month.

We worked with the client to set a goal to deliver an average of 250 inquiries per month within Q2 and Q3 of 2020.

Our campaign data indicated we were missing part of the available audience due to budget. We were only lightly touching each segment of our target student population, and our experience told us that if we touched more potential students more often, we could produce better results.

Examples of Search Influence posts for Palo Alto University case study - Search Influence
Examples of Search Influence posts for Palo Alto University case study - Search Influence

Search Influence’s Approach:

Our team identified and executed a 4-pronged approach to ramp up lead generation in their target audience.

  • Expand campaigns to specifically promote four key degrees: MA Counseling, BA Psychology & Social Action, BA Business Psychology, “Undergrad Degrees” (targeted toward transfer students)
  • Increase investment in paid advertising to capture more of the available audience
  • Further optimization of on-site content
  • A/B testing of refreshed messaging supported by the university’s branding partner

Result:

  • 272 average monthly inquiries driven in Q2 & Q3 2020 (exceeded goal)
  • 49% increase in average monthly inquiries compared to Q1 2020

Our content and messaging optimizations and strategic budget management expertise supported exceeding the goal by 8%. Data-driven campaign analysis helped not only impact the effectiveness of their prior marketing spend, it also meant earning additional student inquiries by investing more in a well-performing campaign.

Build a Consistent Student Pipeline

Through our experience with Palo Alto University and other higher education institutions, we understand how to optimize your budget in order to drive inquiries.

Our team of strategy experts sets simple, measurable, and transparent campaign goals so you understand how your marketing spend impacts the success of your business.

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