UC Davis Achieves a 31% Increase in Organic Traf fic With 4.5X More Impact than General Paid Campaigns
UC Davis Achieves a 31% Increase in Organic Traf fic With 4.5X More Impact than General Paid Campaigns
1 PagesAdam Napolitan Dir. Web Communications www.ucdavis.edu UC Davis Achieves a 31% Increase in Organic Traf c With 4.5X More Impact than General Paid Campaigns CASE STUDY BACKGROUND In the past, UC Davis degrees were not treated like a core product of the institution. Director of Web Communications Adam Napolitan knew he and his team needed to improve the communications strategy around majors and programs. In addition, they had ample research showing that one of students’ top concerns is outcomes, as in ”what job am I going to get” by going to “this university” or by taking “this major.” THE SOLUTION By combining the core product with the prospective student audience’s highest interests, they have created a content strategy that has become their most successful marketing project to date
