Fordham Graduate School of Social Service
turn a shared passion into successful student recruitment
overview
Our research-driven campaign for Fordham University’s Master of Social Work program is one only this top-ranked graduate school can own: Not just because it’s built around the Fordham name, but because it strongly conveys their vision and purpose—and converts like-minded individuals into Master of Social Work (MSW) candidates.
Digital
Target grad students with digital precision . . .
The best way to find a specific student—in this case, a MSW candidate—is to analyze the ones you already have, right? That’s what our digital strategists did for Fordham: using an in-depth analysis of student records to finely slice and dice our geotargeted campaign for the grad school’s Westchester, Manhattan, Bronx and online campuses.
INTEGRATED MEDIA CAMPAIGN
. . . online, on the job and out-and-about
Once we learned who the prospective MSW candidates were—and where to find them—we used a mix of traditional media, including transit, out-of-home and professional outlets along with our digital campaign to reach targets where they live, commute and work.
With most prospective candidates already working in the field, we leveraged professional print media to reach those interested in advances in social work (and in advancing their careers).
While an equally compelling and branded exhibit booth helped Fordham stand out at professional events to drive in interested students.
WEB ENHANCEMENTS
Seek, find, convert
We not only helped Fordham find the right students, we helped the right student find them: optimizing their online content, improving the user experience (UX) on their pages and implementing conversion focused strategies.
COLLATERAL
Follow up to close the loop
Prospects who didn’t immediately apply online received a follow-up mailer to continue the conversation, and further lead them down the conversion funnel. The same piece was also used as a handout by Fordham recruiters at professional forums.
Outcomes
55%
lower cost per qualified lead vs. the industry standard
35%
increase in organic search volume in 12 months following updates