Customizing Enrollment Marketing and Content-First Lead Generation for STEM Programs
How we helped The University of Chicago’s Physical Sciences Division
The University of Chicago’s Physical Sciences Division had little time to reverse lagging domestic applications across competitive master’s programs in computer science, financial mathematics, and environmental science. Fall 2025 enrollment goals were approaching, and earlier campaigns had not produced the performance or partnership needed to course-correct. Viv had to learn the programs quickly without defaulting to generic STEM marketing. We paired accelerated discovery with deliberate research: analyzing audiences and program strengths, auditing competitors and market demand, building a targeted keyword strategy, and developing psychographic messaging for a new full-funnel creative framework. Then we rebuilt campaign architecture, optimized landing pages, launched a nurture stream, and scripted a portfolio video.
Rapid Discovery & Program Strategy
Built an accelerated learning process around the division’s enrollment goals, program complexity, and Fall 2025 timeline, creating enough clarity to move quickly without flattening distinct STEM offerings.
Audience & Keyword Strategy
Refined domestic audience targeting and developed a focused keyword strategy designed to reach highly qualified prospects across competitive scientific fields.
Competitor & Market Demand Audit
Studied competitors and the market to identify where program strengths aligned with prospect demand—and where the division could claim more distinctive territory.
Media Planning & Campaign Architecture
Rebuilt the media plan, campaign structure, calendar, and KPI framework so each channel had a clear role and the team could optimize against agreed-upon performance signals.
Psychographic Messaging & Full-Funnel Creative
Translated audience motivations into a new creative framework and full-funnel ad system built to make rigorous STEM programs feel relevant, specific, and human.
Conversion Content & KPI Optimization
Optimized landing pages, launched a new nurture stream, scripted a portfolio video, and used KPI performance to keep improving the experience from first impression through inquiry.
We selected Viv because of their comfort and experience marketing scientific degree programs. From the start, Viv listened thoughtfully to the obstacles we face and partnered to find solutions. They developed a strategy that allowed them to learn our program strengths quickly so they could hit the ground running, while also taking a more deliberate approach to interview, research, and deeply understand us.”
