University of Puget Sound

Moving the needle with paid media

The University of Puget Sound, an independent liberal arts college located in the Pacific Northwest, connected with us in spring 2023. After parting ways with their previous agency, they needed support managing their paid media enrollment campaigns.

The University was looking for guidance finding media placements with the best ROI. But with a limited budget and unreliable data, it was hard to gauge whether our lead generation campaigns were truly moving the needle.

To support the University’s enrollment goals, we focused on making two big changes to their paid media efforts: improving the quality of the data they collected and revamping their creative for a digital media ecosystem.

Our secret weapon: an end-to-end data solution

To optimize our campaigns, we needed a better method of collecting high-quality, real-time data. We proposed an end-to-end data solution that included a lead generation microsite and a campaign dashboard.

The microsite improved data integrity, streamlined the flow of data, and simplified the RFI (request for information) process for prospects. By prioritizing information for key audience segments and programs, we could focus our resources on targeting prospects that aligned with enrollment goals.

We met with the enrollment marketing team monthly to review the collected data. Thanks to our campaign dashboard, we could share data points that showed which campaigns were working and where adjustments needed to be made. This real-time data allowed us to be agile in updating creative or adjusting spend based on evidence-based insights.

Creative designed with paid media in mind

The University’s internal team needed support to update campaign creative. We expanded our scope to take on creative development for priority undergraduate and graduate programs.

We created ads aimed at general brand awareness, undergraduate students and their parents, graduate students, and transfer students. Working with the University’s existing assets, we revamped their visuals and messaging to create simplified, targeted ads that highlighted major university selling points—including their campus, which is recognized as one of the most beautiful in the U.S. All creative was designed specifically for the paid media ecosystem and aligned with platform best practices.

Improved data, improved enrollments

During our engagement, the University went through a period of internal transition. We remained a steady and consistent partner, providing guidance and support to keep their paid media enrollment campaigns running smoothly.

Their trust in us paid off. Our campaigns, combined with other University efforts and a rise in direct-admits, gave their enrollment numbers a big boost. As of January 2026, the University saw the following results:

• Attendance for the November 2025 Open House increased 35% year over year
• Total applications to date exceed 5,000, compared to 4,700 TOTAL applications last year
• They are now 1,000 applications ahead of last year at the same point
• First-year application volume is pacing toward a 15-20% year-over-year increase

As the University’s needs continue to evolve. Paskill stands ready to provide solutions that harness data, provide clarity, and elevate its presence in the marketplace.