What they asked for
What they got
An entire content ecosystem, nationwide media outreach and impressive placements that sparked and nurtured inquiries and amped up student recruitment.
THE SITUATION: FROM INSPIRED TO ACQUIRED
Herzing University needed to generate and nurture inquiries and build brand awareness across the country in order to inspire more students to enroll in their various career programs — especially in healthcare-related fields.
The university focuses on adult learners who have tremendously busy lives. So, CBD really needed to “wear the hat” to reveal the interests, concerns and aspirations of this often stressed and over-scheduled target audience. Our insights, coupled with behavioral marketing best practices, enticed the audience to learn more and, ultimately, pursue their degree at Herzing.
The Answer: So many stories, even more possibilities
RESULTS
PR, SOCIAL MEDIA AND CONTENT
To attract the qualified students that Herzing wanted to recruit, CBD created a one-of-a-kind positioning for the university — the Herzing Circle. From there, we helped develop an integrated content strategy to support and promote the unique positioning.
Content included:
- Testimonials: Calling attention to amazing, word-of-mouth endorsements from Herzing alumni.
- Case studies: Telling real-life stories about the journey that Herzing graduates took to get to their dream career, thanks to the university.
- Blog posts: Providing value-add content to website visitors on topics of interest to adult learners — from how to juggle school, work and family to nursing career opportunities.
- News briefs: Featuring students and leaders from each Herzing campus in popular website stories.
This omnipresent, thought-provoking content was promoted through social media as well as targeted, one-to-one emails — delivering highly relevant messaging to key audiences. All pieces drove to the Herzing website, where prospects could sign up for an admission meeting or call. (And they did.)
MEDIA OUTREACH
Our power-packed media pitching strategy supported all of Herzing’s campuses nationwide, resulting in:
- Stronger brand awareness in each campus area and across the country
- Greater attention to student accomplishments, particularly in healthcare
- Featured stories in key media markets, including:
- Southeastern Wisconsin/Northern Illinois
- Minneapolis/St. Paul
- Atlanta
- Akron/Cleveland
- New Orleans
- And much more
CREATIVE AND DIGITAL
We created multilayered, engaging infographics and award-winning videos that guided aspiring nursing students through all the career and degree programs offered at Herzing — motivating them to enroll.
These visual pieces were shared across many platforms, such as:
- Social media
- Emails
- Blogs
- Direct mail
THE END RESULT
An integrated PR, content and marketing strategy that built awareness, generated major leads and boosted enrollment for Herzing — clearing the path for prospective students to pursue the career of their dreams.