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. Lack of a clear story and brand identity for a highly ranked and well-known brand

THE SOLUTION

We leveraged faculty/stakeholder knowledge and expertise to secure high-quality media placements that would 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 contributed to the following goals and benefits:

Education Marketing Tactics Graphic
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 to 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 to May 2018)

104

CPL

Top FB audiences – social work orgs

109

CPL

572

Inquiries

MAJOR PR WINS

The Wall Street Journal Logo

“The Mystery around Middle-Age Suicides”

Professor Catherine Burnette sheds light on some risk factors for suicide following the high-profile suicides of Kate Spade and Anthony Bourdain.

Ad value: $19,525

Visitors/Month: 22.4M

Social Shares: 4.5K

HuffPost Logo

“This is What Everyone Should Know about Trauma”

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

Ad value: $18,496

Visitors per month: 23M

Social shares: 870K



Los Angeles Times Logo

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

Professor Charles Figley provides insight into the need for an explanation in the aftermath of the Vegas shooting.

Ad value: $27,496

Visitors per month: 32M

Social shares: 92K

CNN Logo

Live TV Interview

CNN interviews professor Reggie Ferreira on the Cape Town water crisis.

Ad value: $34,337

Visitors per month: 29.9M

Social shares: 93K

QUESTIONS? DROP US A LINE!