As Simmons expanded and refined its graduate program offerings, the team needed a more cohesive and scalable approach to marketing and enrollment. This included strengthening both the quality and quantity of domestic leads, creating a more personalized and effective communication journey in Slate, aligning messaging across programs and channels, and establishing clear performance metrics tied to enrollment outcomes.
Simmons University
master's degree programs
Building a Scalable Enrollment Engine to Drive Measurable Growth
Services
- Media Planning + Execution
- Analytics + Dashboard Design + Implementation
- Digital + Print Advertising
- Landing Page Optimization
- Nurture + Broadcast Emails
Simmons University partnered with Viv during a pivotal period of growth and transition to help build and scale its graduate enrollment marketing function. With a need to strengthen domestic lead generation and improve the effectiveness of student communications, Simmons sought a partner who could go beyond campaign execution. Grounded in collaboration and shared accountability, Viv worked alongside the Simmons team to establish strategy, define processes, and create a more connected and data-informed approach to enrollment marketing. From media planning to CRM optimization, our work focused on building a foundation that supports both immediate performance and long-term growth.
THE CHALLENGE
Building Strategy, Structure, & Scale Simultaneously
THE WORK
A Connected Strategy across Media, Messaging, and the Student Journey
• Research, Discovery, and Strategy
Conducted intake, audience analysis, and messaging development to define a differentiated positioning framework and campaign architecture.
• Media Planning + Execution
Developed and launched a cross-channel media strategy focused on domestic lead generation, with clear goals tied to lead quality and conversion.
• CRM Communication Strategy (Slate)
Audited existing communications and designed a more personalized nurture experience, including message matrices, personas, and program-level journeys.
• Email + SMS Campaign Development
Created modular campaigns across inquiry and applicant stages, aligned to program clusters and built for scalability and performance.
• Landing Page Optimization
Refined web experiences to better align with campaign messaging and improve engagement and conversion.
• Analytics + Dashboarding
Implemented reporting frameworks focused not just on volume, but on lead quality, intent, and downstream enrollment impact.
The Results
Strong Growth, Measurable Gains
Simmons has seen significant momentum in graduate enrollment performance since partnering with Viv:
• Graduate applications up 72% year-over-year for Fall 2026
• Overall graduate application growth trending 15%+
• 1,264 leads generated with continued pipeline growth
Impact Across the Portfolio
• Conversions increased 31% month-over-month
• CTR improved to 7.25%, reflecting strong audience engagement
• CPL maintained within target range while scaling volume
Beyond top-line growth, campaigns are becoming more efficient and more aligned with high-intent audiences, setting a strong foundation for continued gains.
Featured Program Strategy
Master of Science in Management
As part of the broader campaign, Viv developed targeted creative and messaging for Simmons’ Master of Science in Management program, a high-interest offering designed for students seeking career advancement without a traditional business background.
THE STRATEGY FOCUSED ON:
• Positioning the MSM as a pathway to values-centered leadership and upward mobility
• Highlighting flexibility through live online learning built for working professionals
• Emphasizing Simmons’ strength in women-centered leadership and gender equity
• Showcasing real-world application and alumnae-driven networks
• Creative executions centered on the concept “Multiply Your Opportunities,” reinforcing the program’s ability to expand career paths, leadership potential, and long-term impact.
As the first Director of Marketing for Graduate Programs, one of my first decisions was hiring Viv. From day one, they have operated as true partners in helping build and scale our enrollment marketing function. Their team did not simply execute campaigns; they helped establish strategy, processes, and standards during a critical period of growth and transition. The account management team has been exceptionally flexible, highly communicative, and deeply invested in our success. They consistently demonstrate a strong commitment to their clients and take ownership of outcomes, not just deliverables. They look beyond surface-level performance metrics to evaluate lead quality, intent, and downstream conversion, ensuring our investments are driving meaningful enrollment impact. That level of rigor and partnership gives us confidence that our brand, budget, and growth goals are in expert hands.
