Case Study
University of San Diego
Leveraging Reddit and LinkedIn to Increase Consideration Among Adult Learners
The Challenge
Since the beginning of our relationship with USD, the Health Care Informatics (HCI) media campaigns were consistently delivering a moderate number of leads per intake. However, we knew there was additional demand for this program that we were not yet capturing.
What We Did
- Paid Media Strategy
- Paid Media Execution
The Solution
We evaluated our media placements and investigated additional options with our platform partners. Ultimately, we added both LinkedIn and Reddit prospecting placements to expand our approach to include mid-funnel consideration placements.
On Reddit, a platform where users are seeking detailed information on niche topics, we targeted specific communities engaging in conversation around nursing and healthcare topics, such as r/healthinformatics and r/nursing. LinkedIn’s capabilities allow us to identify healthcare professionals based on job title and skills that indicate the experience required for program acceptance.
We coupled these placements with imagery and messaging that featured healthcare professionals and instructor testimonials. Rounding out the approach is an evergreen remarketing campaign targeting users who visited specific landing pages and blog content that indicate a high engagement with program content.
The Impact
Adding mid-funnel placements and additional strategic investments yielded impactful results for lead generation.
258%
increase in YoY lead volume
42%
decrease in cost per lead
17%
decrease in cost per lead from search