At Azusa Pacific University, we have a wide variety of programs with a Christian emphasis. That variety is great for our students, but there’s a downside: fierce competition with face-to-face and online schools competing for the same students. Boundaries for school’s backyards have disappeared. Because our programs are so diverse, we have different competitors for each school; i.e. business, education, nursing… each have their own set of competitors.
From a competition standpoint, we can only afford to do so much in traditional media mediums like billboards, print, radio and television. When traditional media works, it drives people online towards search.
You can get people’s attention with traditional advertising, but they ultimately make their decisions online.
Challenge: Traditional advertising has its limits. You may get people’s attention with traditional advertising, but they ultimately go online to make their decisions.
Because of this fact, we need to show up in relevant searches next to our competitors, for both paid and natural search channels. Paid search, however, can be prohibitively expensive, and some people tune it out; which puts more emphasis on the success of natural search.
This is especially important for Azusa Pacific’s program pages which we know is are vital pages in the decision making process.
These days, potential students may not even inquire. They’ll go straight to an application. Inevitably, they have been shopping around online for a while and have enough information to make a decision without consulting with an enrollment counselor, or faculty member. It’s this paradigm switch that makes Conductor so valuable for us.
Strategy: Since most potential students conduct online organic research before they ever submit an application, we actively build a strong online presence, appear for relevant searches, and make sure they get the information they’re looking for within the first few clicks.