USC Executive Education /

Content Marketing / CRM / Paid Social Media / Paid Search

USC Executive Education

 

"Having a recognizable brand name was actually cluttering our message with the entire USC undergrad, graduate school and athletics messages bombarding the media. Prove helped us target our message and media efforts to work within our budget and deliver optimal ROI."

- Alba Gibson, Director of Marketing @ Marshall School of Business

Challenge

The USC Marshall Executive Education program started in 2011 and consists of 2-to-7-day courses that are non-degree professional development programs designed to help students advance their careers. USC had previously focused their efforts on offline marketing but were forced to cancel classes because of low turnout. They sought new digital channels to promote their program and increase class registrations and attendance.

Approach

Prove assessed the “ins and outs” of the curriculum and quickly became experts in the course offerings. Using this deep understanding of the program, we decided to create compelling content across multiple channels:

  • Build custom landing pages for various course offerings
  • A/B Testing & Optimization Strategy of those landing pages
  • Generate specific digital content and keyword lists
  • Execute paid media campaigns in Facebook and Google AdWords

 

Results

Achieved goal of increased enrollments in one month and allowed USC to select the best students.

  • 67% increase in conversions after one month
  • Expanded services to other programs including the Global Supply Chain Masters Program and Business Analytics Masters Program

 


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