Saint Joseph's University's MBA program significantly increased enrollment by implementing a strategic search marketing initiative.

Higher Education had used a verity of media channels to reach its target audience, that include events, billboards, broadcast media, direct mail, and other traditional marketing methods. Given the evolving landscape of media and communication and a fundamental shift in our culture, it is critical to reach out to this audience using online marketing.

Over 90% of the target audience of higher education institutions is online and actively searching for information. Relevant information, interaction and choice are the critical factors to attract this web savvy audience. Therefore, online marketing needs to become a part of higher education institutions' strategic agenda rather than a tactical initiative.

In the case of Saint Joseph's University, the Director of MBA prgram realized the importantance to reach an engage her target audience who were online. eDesigntree helped the MBA program implement a strategic search marketing campaign along with web redesign. As a result, increased interest in the program lead to a significant spike in enrollment.

This case study covers the online initiatives that were put in place to get positive results. Web redesign driven by user experience helped engage the target audience, while a strategic search marketing campaign increased relevant traffic to the MBA website. Web-based databases helped imporove process efficies, and a close eye on web analytics helped constant content imporvement.

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