Case Study
Columbia SPS
We helped drive qualified leads for Columbia University School of Professional Studies (SPS) Pre-College program and created custom landing page journeys for high school students and their parents to speak to their unique needs as they consider pre-college programs.
The Challenge
Our goal was to get a better understanding of what Columbia SPS should prioritize in promoting their Pre-College program. We wanted to gather information that would help Columbia SPS’s team better reach prospective high school students and their parents where they are, backed by valuable user behavior data.
What We Did
- Digital Strategy
- Paid Media Strategy
- Paid Media Execution
- Website & UX
The Solution
Our first step was to create thoughtful strategy, media, and website design that appealed to both students and parents, making it feel like a personalized experience—just like Columbia. We built custom website journeys based on student and parent profiles that made their experience feel unique, while also helping us collect data to better understand our audience.
Parents were led to a page with detailed information about the Pre-College program, while the student experience featured more interactive elements like surveys, leading to course recommendations tailored to their responses. The content on each page was carefully outlined based on the specific audiences’ interests.
Ultimately, the experiences both pages provided helped to position Columbia as a top-of-mind opportunity for future education. The audience behavior information we collected helped inform our messaging and campaign optimization strategy moving forward.
The Impact
These unique website journeys engaged our audience in a powerful way, helping Columbia to stand out amongst the crowd and be seen as a top contender. We were also able to retain more site visitors than before, which helped us to gather audience behavior data that informed creative and marketing strategies with future and ongoing campaigns.
31%
increase in time spent on the Student page
20.9%
increase in new users