Programs
As a leader across a variety of academic programs, NAU requested our support to attract qualified prospective students through digital marketing channels. We kicked things off by conducting a comprehensive analysis of NAU’s existing digital media strategy to help us understand how effectively they were reaching their audiences via their paid digital media spend. From there, we developed a digital marketing strategy to optimize their program marketing.
We reviewed NAU’s digital marketing tracking to assess their data integrity, identifying opportunities for improvement. Then, to facilitate more streamlined reporting based on our new tracking, we implemented a dashboard cleanup in Google Data Studio.
To support NAU’s media and lead generation efforts, we helped migrate their degrees microsite to a WordPress site, and designed and developed a more optimized short form. These changes led to significant conversion increases and more efficient costs per lead.
After reviewing and analyzing the existing research, we created the “At the Speed of You” campaign, highlighting the student-first approach that NAU takes to higher education. We also built out comprehensive campaign guidelines, including sample assets.
Through our media efforts, we’ve been able to create efficiencies and reach better qualified leads, leading NAU’s Marketing Department to pace ahead of their lead generation goals. Key highlights include: launching new campaigns and creative updates for more than 50 programs, implementing consistent naming conventions for accurate tracking and measurement, adding new media channels, and restructuring accounts for greater scalability.
To enhance NAU’s online search traction and grow organic traffic, we provide keyword monitoring and proactive search intent optimizations for both branded and non-branded search terms. As part of our SEO management efforts, we also host trainings and develop SIO documentation to consistently support NAU’s team.
From an analytics standpoint, we continually surface strategic recommendations to the University Marketing team to more effectively understand business opportunities. We conduct web analytics and data monitoring to quickly respond to any issues, provide tagging and tracking support, and maintain and create analytics dashboards, among other key efforts. Key highlights include: Organic landscape analysis, priority microsite page funnel analyses, and lead quality analyses.
We manage NAU’s AWS account so we can consistently monitor and maintain hosting. Additionally, to ensure the degrees microsite remains a valuable conversion asset, we provide monthly ad hoc website support, including short form enhancements, Salesforce integrations, and QA and bug fixes.
From establishing a solid online foundation, to the development of new creative for the university’s online brand and ongoing program management support, we continue to uncover opportunities to drive qualified leads and conversions for NAU. We look forward to our future together as both strategic and creative partners.