Rebuilding Domestic Enrollment Momentum
How we helped Boston University College of Communication
Boston University’s College of Communication had strong programs and a clear growth goal: increase domestic applications and deposits, especially among working professionals. But its campaigns had lost momentum under a generic big-box agency model that was not giving the college the attention or differentiation it needed. Viv reset campaigns around real student experiences and outcomes. We analyzed CRM and enrollment data, refined audience segments and program strategy, and examined the brand and competitive landscape to find a sharper position. Then we translated those insights into psychographic messaging, refreshed campaign creative, SEO-first website and landing page content, nurture communications, and lead generation pieces. Transparent reporting and close day-to-day collaboration kept BU COM and Viv working as one team.
CRM, Enrollment Data & Dashboard
Analyzed CRM and enrollment data to identify performance gaps, audience opportunities, and the signals most closely tied to lead quality and downstream enrollment. Built clear reporting to keep decisions grounded in shared evidence.
Audience Segmentation & Program Strategy
Focused the strategy on high-potential domestic audiences, including working professionals, and aligned program messages and channel roles to the motivations most likely to move them forward.
Brand & Competitor Audit
Evaluated BU COM’s market position and competitive landscape to uncover clearer opportunities for differentiation across its graduate portfolio.
Psychographic Messaging & Campaign Creative
Developed new campaign concepts, ad creative, and social content around prospect motivations rather than generic program claims so that the work could connect on a more human level.
SEO-First Website & Landing Pages
Refreshed website and landing page content to strengthen search visibility, improve engagement, and create a more connected path from campaign click to inquiry.
Lead Nurture & Content Strategy
Created nurture and broadcast emails, long-form lead generation content, and an ongoing optimization rhythm designed to keep prospects engaged and the strategy responsive.
Viv has become an extension of our team at BU College of Communication. They’ve taken the time to understand our unique needs and challenges, and through a transparent and collaborative approach, achieved a significant increase in domestic applications and domestic deposits, even as national enrollments decline. Beyond these results, their strategic insights and personalized approach have helped us differentiate our programs with psychographic messaging to engage prospects and tell our story. They’re truly a collaborative partner who has exceeded our expectations!”
