Science + SEO: A Powerful Reaction
Emory University's Graduate Division of Biological and Biomedical Sciences leads world-class research across programs in Neuroscience, Cancer Biology, Genetics, and other fields, but the Emory name was less known outside the Southeast. We were asked to help build brand awareness with potential PhD candidates and strengthen the applicant pool. Our challenge was to build a program that could quickly move the needle without a large budget.
The Challenge
When Emory’s Molecular and Systems Pharmacology (MSP) program came to us in 2005, they had a clear challenge: attract elite grad-school applicants and boost the program’s reputation. In the South and Northeast, Emory was a well-known player…but out West, the university was practically unknown.
Our Approach
To get in front of the right students fast, we launched a Paid Search marketing program targeting college seniors who were already researching Pharmacology graduate programs. A few months later, we launched a Search Engine Optimization (SEO) program to bolster search success. We also designed a program brochure that was mailed to prospective students who expressed interest in the program.
Our initial marketing program included:
Paid Search: a 90-day pilot program that immediately positioned Emory University at the top of Google queries for Pharmacology graduate programs as a sponsored search result.
Search Engine Optimization: as we learned which Paid Search terms were most valuable, we developed organic search visibility by optimizing the client’s website, developing rich content, and improving Page Speed performance scores.
Program Brochure: we designed a clean, bold brochure to convey the program, associated research centers (including the Centers for Disease Control and Prevention), and life in Atlanta.
The Results
In their first enrollment period after our Paid Search program, applicant volume rose 23%. Applicant quality was higher, as well. A year later, the Division Director was so impressed with the results that he tapped us to roll out Search Marketing to all eight Division programs while bringing SEO into the mix. Two years later, we helped optimize the Division’s site for engagement and conversion. And over our two decades with them, we’ve also partnered on three full websites.
Epilogue
We have retained Emory as a client since our initial engagement in 2005, making this one of our oldest client relationships. Our work has continued to focus on their enrollment growth, primarily through SEO and search marketing.
Expanded Search Marketing Program: we expanded our Paid Search and SEO programs to include all eight PhD graduate programs offered by the Division.
Retargeting Ads: to maximize exposure and build awareness, we served retargeting ads to site visitors who spent more than two minutes on the site but failed to start an application. As prospects continued researching programs, Emory was top of mind thanks to inexpensive digital ads served across millions of websites.
Conversion Rate Optimization: we made various improvements to the Division’s website: verbose text blocks were broken into smaller sections, prominent calls-to-action (“Apply Online”) were added across the site, and an application fee waiver promotion was introduced.
Monthly Status Calls: we meet with Emory monthly to review performance reports, discuss opportunities and address challenges.