Tufts University School of Medicine was facing increasing competition in the DPT space, as well as encountering a lack of brand awareness outside of the Northeast US.
School of Medicine
at Tufts University
Diversifying Applicant Pools for an Innovative Doctor of Physical Therapy Program
Services
- Search Engine Marketing
- Competitor Research
- Audience Segmentation + Analysis
- Program Strategy
The Tufts Doctor of Physical Therapy (DPT) program offers a unique accelerated hybrid education model to students in Boston and newly, in Phoenix, AZ. We helped them build brand awareness across the country and diversify their applicant pool.
THE CHALLENGE
Brand Awareness + Recruitment
With two programs in two locations and more on the horizon, it was critical for the program to differentiate its offerings without creating internal competition
The Results
A Multi-Channel Media Mix
The Viv team created a media strategy and developed all related creative assets to promote the DPT program’s locations in Boston, MA, and Phoenix, AZ. Our work spanned billboards in key geographic areas to Spotify radio ads to social media and search engine advertisements.
The Results
5.32%
overall click-through rate on Google search ads
3.5%
conversion rate on Google search ads
4,000+
clicks on DPT Spotify ads
My experience has been that agencies unfamiliar with higher education often struggle to realize they may have to adjust to a very niche market, which is why Viv’s attitude was such a breath of fresh air. The work they did for us was exactly what we needed, taking into account the unique perspective and needs of an audience looking for a specific academic program.
