Duke’s Pratt School of Engineering competes for a finite pool of highly qualified domestic graduate applicants. While the programs themselves are world-class, the challenge was positioning: how to market more than 20 distinct engineering master’s programs under a cohesive strategy without losing each program’s individuality.
Duke University
PRATT SCHOOL OF ENGINEERING
Human-Centered Storytelling Drives Graduate Engineering Applications
Services
- Enrollment Management
- Analytics + Dashboard Design + Implementation
- Content
- Design
Duke University’s Pratt School of Engineering partnered with Viv to strengthen domestic graduate enrollment across a portfolio of more than 20 engineering master’s programs. With strong academic rigor already in place, the need was not awareness, but differentiation: how to align marketing across a large portfolio while preserving each program’s distinct identity. Viv introduced a unified storytelling and performance marketing strategy designed to increase engagement, drive applications, and deliver measurable results across Duke’s graduate engineering ecosystem.
THE CHALLENGE
Differentiating a Complex Engineering Portfolio in a Competitive Market
Duke needed a digital marketing approach that could support both portfolio-level and program-specific campaigns, increase domestic engagement and applications, deliver emotionally resonant creative backed by performance data, and align messaging across programs while preserving distinct identities. Viv’s role was to unify the portfolio under a single narrative framework that created cohesion without sacrificing differentiation.
THE WORK
A Human-Centered Strategy Designed to Connect and Convert
Viv introduced a Radically Human storytelling approach paired with performance-driven digital execution, centered on a unifying creative concept: From Problem to Prototype. This repositioned engineering as a purpose-driven, human endeavor and highlighted real students, real work, and real impact.
The framework helped Duke Engineering stand out in a crowded market and scale storytelling across a large portfolio. Viv deployed coordinated paid media across programs, balanced shared brand storytelling with program-specific conversion pathways, and built a unified creative system with centralized oversight and program-level flexibility.
All campaigns were reviewed cross-functionally and continuously optimized based on real-time performance, ensuring strong alignment between message, audience, and conversion outcomes across the portfolio.
The Results
Early Performance Showing Strong Conversion
- 15 directly attributed applicants generated early in campaign launch
- 8.6% lead-to-application conversion rate across portfolio
- Strong early alignment between message, audience, and medium
- Increased engagement with high-intent domestic prospects
Portfolio-Level Impact with Program-Level Accountability
- Unified narrative framework implemented across 20+ programs
- Scalable creative system supporting both brand cohesion and differentiation
- Continuous monitoring of conversion performance across programs
- Measurable application growth tied to high-intent domestic audiences
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.
