American University

Washington, D.C.

"Converge helped us launch a digital pilot for graduate recruitment. They've been great partners, thoughtfully guiding us through every step of the project. We could not have come this far without their support."

Julie Zito, Assistant Vice President of Marketing American University

American University is a private research university in Washington, DC. The AU campus is home to the College of Arts and Sciences, Kogod School of Business, School of International Service, School of Communication, School of Professional & Extended Studies, School of Public Affairs and Washington College of Law.

The University Communication & Marketing team at AU had previously partnered with Converge for a Google Analytics workshop. They chose Converge to assist in the launch a digital marketing pilot for four graduate programs in the College of Arts and Sciences. The success of the pilot partnership led to a second phase of the project with five additional graduate programs across other schools.

Programs Included: MA in Audio Technology, MFA in Creative Writing, MS in Health Promotion Management, MA in Public Anthropology, MS in Accounting, MS in Finance, MA in Game Design, Master of Public Policy (MPP) and Master of Public Administration (MPA)

Measurable Results

One year after the launch of American University’s digital marketing pilot and the College of Arts and Sciences has seen an overall boost in graduate enrollment. The Master of Arts in Public Anthropology and Master of Arts in Audio Technology programs have both experienced exceptional growth in qualified inquiries, applicants and enrolled students from the digital recruitment initiative.


Increase in enrolled master's students


Increase in Public Anthropology applications


Increase in Audio Technology deposits

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