EXECUTIVE SNAPSHOT
Client: Duquesne University — private Catholic university serving ~8,000 students in Pittsburgh, PA.
Engagement: Full‑funnel media partnership
- Headline Outcomes
+44% increase in new users in Test Market 1
+26% increase in applications in Test Market 2
+23% increase in applications in home market despite –5% ad spend YoY
+2.5x lift in website visits, with 39% attributed to paid media
The Challenge (Why)
With application pipelines flat and increased competition from regional and national peers, Duquesne needed to expand awareness beyond Pittsburgh and prove which geographies could deliver incremental application growth cost-effectively..
Our Approach
Deep Analysis
Conducted deep analysis of first-party application/enrollment data and third-party population data.
Identified
Identified five test markets using criteria such as application-to-enrollment conversion rates, market competition, and media efficiency.
Custom Media Plans
Built custom integrated media plans by market, balancing traditional channels (TV, cable) with digital (YouTube, social, SEM).
Media Mix Modeling
+44% increase in new users in Test Market 1
+26% increase in applications in Test Market 2
+23% increase in applications in home market despite –5% ad spend YoY
+2.5x lift in website visits, with 39% attributed to paid media
What Moved the Needle
Why Education CMOs Should Care
Consistent Enrollment
Increased Leads and Enrollments Statewide
Budget Accountability
Every Dollar Tied to Student Starts and Visualized in Live Dashboards.
Layered Full-Funnel Media
Compete and lead in Crowded Categories
Want to see these results for your University?
We Prove Your Media Works With Strategy, Data, and Actionable Insights!