Boston University’s College of Communication was ready for a reset. Their previous agency partner had deprioritized their campaigns and relied on generic solutions that failed to resonate.
Boston University College of Communication
Master’s Degree Programs
Increasing Domestic Enrollments Through Content & Paid Media Strategy
Services
- CRM + Marketing Automation
- Analytics + Dashboard Design + Implementation
- Audience Segmentation + Analysis
- Program Strategy
- Website + Landing Page Copy
- Nurture + Broadcast Emails
- Social Media Content Creation + Management
- Long-Form Lead Generation Pieces
More
Boston University’s College of Communication turned to Viv to revitalize campaigns that had stalled under a larger agency’s one-size-fits-all approach. With a clear focus on boosting domestic leads, applications, and enrollments, particularly among working professionals, we built a strategy rooted in CRM and enrollment data. From refining audience targeting to developing differentiated content, we have helped BU COM stand out in a crowded market. Our transparent and collaborative approach has made us a true extension of their team.
THE CHALLENGE
Rebuilding momentum with a focus on quality & differentiation
BU COM needed a partner who could dig into the data, focus on working professionals, and drive meaningful results across the enrollment funnel.
THE WORK
A data-driven strategy designed to connect and convert
Viv began by analyzing BU COM’s CRM and enrollment data to uncover key opportunities. From there, we defined a targeting strategy, audited the competitive landscape, and developed new creative rooted in psychographic messaging. We refreshed ad creative, enhanced their SEO-first web experience, and provided clear reporting and collaboration every step of the way. The BU COM team quickly came to see us not as an agency, but as an extension of their own team.
The Results
40%
year-over-year increase in domestic DEPOSITS, despite declining national enrollment trends (IPEDS). From the very first month, we saw steady growth in quality leads. We also delivered a full ad creative refresh grounded in psychographic messaging and imagery.
32%
increase in domestic APPLICATIONS, driven by stronger differentiation through a brand and competitor audit. Our SEO-first website updates also led to higher prospect engagement and increased web traffic.
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!
