"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)
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
Through a series of discovery calls and campus focus groups, Converge collected key information about each of American University’s nine graduate programs to develop User Personas.
These tools served as benchmarks for segmented messaging that carried throughout all project communication and digital content. Personas ensured that the right message was to delivered to the right person at the right time.
Responsive Program Pages
Academic program pages are key web entry points for prospective graduate students. Many adult learners search specifically for their programs of interest. Converge and American worked together to develop responsive, visually appealing webpages for each program.
The content on each page is optimized for search and the images, infographics and calls-to-action make it easy for students to find the information that matters most to them.
Check out live program pages:
Converge worked with the College of Arts and Sciences to establish a digital communication workflow that automates lead nurturing. Email and phone best practices were implemented from inquiry through to enrollment.
Each programmatic workflow was setup in Ellucian Recruiter and included 15 email touch-points and 5 phone outbound phone calls to keep in touch with qualified students.
Content Calendars were created for each program and publishing queues were developed in a free project management tool called Trello. Blog posts were published twice a month per program to boost SEO for the College of Arts and Sciences and brand awareness for American University.
Google Analytics Blog Dashboards were setup to measure pageviews, overall blog site traffic and user engagement for each program,
View the live blog site at au.blogs.american.edu.
Content Offers were developed in the form of infographics, how-to’s, eBooks and resource kits for each program. These high-value designed pieces were targeted for SEO and social media amplification across channels.
Converge also hosted two on-campus workshops to train the American CAS team on inbound readiness and to share results from the project with other American University teams.