Southern California University of Health Sciences

Catering to niche prospects

Southern California University of Health Sciences (SCU), an LA-based healthcare institution serving undergraduate, graduate, doctoral, and adult learner students, catered to a niche market. They needed a way to grow their programs while targeting very specific demographics.

Growing programs with specific targeting

SCU needed to promote specific programs within their university, including:

• Doctor of Chiropractic
• Doctor of Acupuncture and Chinese Herbal Medicine
• Accelerated Sciences Courses (Anatomy & Physiology; Microbiology & Biology; Chemistry; Physics; Math; Psychology)
• Bachelor of Science in Health Sciences
• Ayurvedic Wellness Certificates
• Master of Science in Medical Science
• Master of Science in Human Genetics and Genomics
• Doctor of Occupational Therapy
• Doctor of Medical Science
• Doctor of Whole Health Leadership
• Master of Science in Genetic Counseling
• Health Education Certificate
• Graduate Certificate in Human Genetics and Genomics
• Graduate Certificate in Pre-Genetic Counseling

Some of these programs were niche, and a few flagship programs were in-person. This meant we needed to target prospects with specific interests within a small geographic area.

Where data, strategy, and creative meet

To effectively optimize, manage, and report on our digital media strategy, our team initiated media tracking and measurement protocols that were customized to SCU’s digital ecosystem and fully integrated into their admissions CRM.

Data going in and out of the CRM and media platforms was monitored, tested, and organized by the Paskill ad ops team working closely with SCU’s data administrators. This ensured that our campaigns were targeting a higher-quality student who was likely to inquire and enroll at SCU. To find these prospects, we planned and executed a digital media strategy using paid search, display, social, and retargeting tactics.

We’ve also supported enrollment growth through services like:

• Creative support
• Copywriting
• Consulting
• Reporting
• Enrollment analytics

Meeting goals on budget

Throughout our partnership, we collaborated closely with SCU’s marketing team to meet weekly goals and drive inquiries while keeping costs managed to strict budgets. We used insights from paid media, enrollment data analyses, and A/B testing to continually optimize our strategy. This helped us get the best results and drive record enrollment starts for a handful of key programs.