TULANE UNIVERSITY

In Partnership With Noodle

GIST OF THE STORY

In 2017, Tulane University partnered with Noodle Partners to guide the design, development, marketing and launch of a best-in-class online Master of Social Work program. As a trusted Noodle marketing partner, Circa Interactive was brought in to create and execute an innovative, multidimensional digital marketing strategy designed to help Tulane University exceed lead and enrollment goals in the highly competitive online MSW market.

THE PROBLEM

  • 1. Brand-new online program entering the market
  • 2. Little to no existing marketing strategy in place for the on-ground program
  • 3. Highly competitive niche in the online master’s degree space
  • 4. Highly ranked and well-known brand but lacking a clear story and brand identity

THE SOLUTION

Leverage faculty/stakeholder knowledge and expertise to secure high-quality media placements that will further establish thought leadership, expand brand awareness, define program differentiators, and build quality backlinks for SEO that influence search rankings and act as vital trust signals for Google.

Implementing a digital PR strategy will contribute to the following end-goals and benefits:

seo
digital-pr
social-media
brand-content-dev
analytics
paid-media
program-feasibility
web-dev
lead-nurturing
ai-chat
  • Capitalized on the sea of sameness in the social work market by launching a story-driven, multichannel digital campaign designed to evoke emotion and excitement from target audiences.
  • Engaged faculty members to help increase brand awareness and thought leadership and drive high-quality backlinks for SEO purposes.
  • Leveraged storytelling across multiple paid media platforms, including Google AdWords, Bing, Facebook, Instagram, LinkedIn and Pandora, to help differentiate the program and connect with prospective students on a deeper level.
  • Aligned marketing and recruitment teams on messaging and storytelling to create a powerful and consistent experience, from initial interaction through the first day of class.

PROGRAM LAUNCH HIGHLIGHTS

Blended Channel Started Applications:

712

App Starts

1000

Cost Per Started App

Google Ads:

2367

Inquiries

290

App Starts

FB Performance (March–May 2018):

104

CPL

Top FB Audiences – Social Work Orgs:

109

CPL

572

Inquiries

MAJOR PR WINS

“The Mystery around Middle-Age Suicides”

Professor Catherine Burnette was quoted about mental health and suicide following the high-profile suicides of Kate Spade and Anthony Bourdain

Ad value: $19,525

Visitors/Month: 22.4M

Social Shares: 4.5k

“This is What Everyone Should Know about Trauma”

Professor Charles Figley comments on the complexities of trauma that can often follow events like mass shootings and natural disasters

Ad value: $18,496

Visitors/Month: 23M

Social Shares: 870k

“What Drove Las Vegas Shooter to Kill? We don’t Know, and it Drives us Crazy”

Professor Charles Figley’s quotes were included in the aftermath of the Vegas shooting

Ad value: $27,496

Visitors/Month: 32M

Social Shares: 92k

Live TV Interview

Professor Reggie Ferreira interview on the Cape Town water crisis

Ad value: $34,337

Visitors/Month: 29.9M

Social Shares: 93k

“This partnership has really increased my productivity and has allowed my work to reach new audiences outside of the traditional academic world. I have been able to really expand my visibility in the field. I wish we would have started the services years ago.”

-Dr. Mellissa Withers, Associate Professor in USC’s MPH program

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