Turning Engineering Stories Into Enrollment Momentum
How we helped Duke University Pratt School of Engineering
Duke University’s Pratt School of Engineering has a broad portfolio of more than 20 master’s programs—and shared an immediate need to build enrollment momentum for 10 priority programs. The challenge was to turn enrollment, applicant, lead, and CRM data into a sharper market position and a coordinated path from awareness to application. Viv analyzed program performance, audience and keyword opportunities, landing page needs, Duke’s brand position, and five key competitors. Those insights informed From Problem to Prototype, a radically human campaign concept supported by ad creative and landing page copy, SEO updates and AEO recommendations for the 10 priority pages, and a phased rollout from search to retargeting to awareness. A live Looker Studio dashboard connected lead, application, and enrollment data wherever possible, supporting continuous optimization and a strong investment model.
Portfolio Strategy & Campaign Architecture
Mapped the shared enrollment challenge across more than 20 master’s programs, then defined the shared portfolio story and mapped out where individual programs had room to differentiate.
Campaign Concept & Story System
Created From Problem to Prototype, a unifying idea that positioned engineering as a human, purpose-driven endeavor and gave every program a clear creative starting point.
Radically Human Creative
Built campaign content around real students, real work, and real impact—replacing generic claims with proof prospects could see, connect with, and remember.
Paid Media Strategy & Execution
Deployed coordinated paid campaigns for high-intent domestic audiences, with centralized oversight, program-level flexibility, and clear goals tied to applications.
Program-Level Conversion Pathways
Balanced portfolio-wide brand storytelling with program-specific messages and next steps so prospects could move from a shared idea to the right degree.
Analytics & Continuous Optimization
Reviewed campaigns cross-functionally and optimized against real-time performance across message, audience, medium, and conversion—not just top-of-funnel activity.
For Duke Engineering, partnering with Viv Higher Ed has been instrumental in helping us showcase the human-centered stories that set our master’s programs apart. They’ve delivered high-quality creative and a sophisticated, data-driven paid media strategy across our diverse portfolio. Just as importantly, they’re proactive and highly responsive to shifting campus priorities. The Viv team is a great partner in problem-solving and helping me effectively communicate our marketing strategy to leadership and faculty.”
