Branded search traffic is often a school’s highest-quality traffic, and the most likely to convert. But it’s also sensitive. During a period after a name change, branded search can fluctuate dramatically and impact lead volume.

To protect Joyce’s pipeline, we used a two-pronged approach. First, we launched branded campaigns around both the old and new names, ensuring anyone searching for “Ameritech” or “Joyce University” landed exactly where Joyce wanted them, the new Joyce University website.

Second, we built search campaigns completely independent of the school’s brand names. This allowed us to capture demand from prospects unfamiliar with Joyce, increase non-brand lead volume, and reduce reliance on branded search during volatile periods.

As our search campaigns gained traction, the Joyce team asked us to take over paid social. From there, we tested, refined, and built higher-ed specific playbooks that turned paid social into a reliable, scalable acquisition channel.

As Joyce earned accreditation across more states, their marketing needs became more complex. We expanded campaigns, built state-specific strategies, and ensured new markets ramped smoothly without sacrificing efficiency or CPL.

With both paid channels performing at a high level, we have turned our focus downstream, optimizing toward conversion events deeper in the recruitment funnel.

Our hope is that this shift will: 1. Reduce student acquisition costs. 2. Increase ROAS (return on ad spend). 3. Improve conversion rates from qualified lead to enrolled nursing student.