Step Into Your Future
Reaching a skeptical audience with clear, personalized reasons to believe in the value of Gonzaga’s approach to higher education.
Gonzaga University, a Jesuit, Catholic university in Spokane, Washington, emphasizes educating the whole person for lives of service, combining rigorous academics with Jesuit values like social justice, intellectual growth, and compassion. They are known for strong programs in business, nursing, and sciences, along with a nationally recognized men’s basketball program, and fostering leadership through community engagement and global opportunities.
the challenge
Driving enrollment in an age of higher education skepticism
Gonzaga faced a critical enrollment moment for its Spring 2021 undergraduate programs: converting admitted students into confirmed enrollees across an increasingly competitive and uncertain landscape. We partnered with Gonzaga to create a robust yield campaign for its Spring 2021 Undergraduate programs, incorporating paid social media, paid search, and landing pages, to encourage enrollment confirmation among potential students.
the strategy
Customized customer journeys
After discussing the university’s objectives, we proposed a customized campaign that included paid social media and paid search to encourage accepted students to confirm enrollment in the Spring 2021 semester. We also created two conversion-focused landing pages to assist in this effort. One allowed potential students to explore the culture at Gonzaga, and the other demonstrated the overall value of a Gonzaga degree.
In March 2021, we launched our initial project with a series of campaigns for the Undergraduate programs. We focused on two primary themes—what it’s like to #BeAZag and communicating the unique value of a Gonzaga education.
the results
Perfecting the art of enrollment
Our comprehensive strategy helped drive accepted students to conversion-focused landing pages, increasing engagement, and the number of enrollment confirmations for Gonzaga’s Spring 2021 semester. Overall, Gonzaga saw a 25.38% increase in enrollments year-over-year—the second-largest first-year class in the history of the school!
Building Trust
Through Communicating Personalized Value
161%
Increase in paid social impressions.
9.21%
Paid search click-through rate.
$3.91
Cost-per-click on paid search.
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