Achieved 1,500+ qualified leads across multiple programs while maintaining competitive CPLs
For over a century, Midwestern University (MWU) has cultivated generations of healthcare and life science professionals, fostering an environment steeped in academic rigor and forward-thinking innovation.
Known for its extensive roster of specialized graduate and doctoral programs—from Osteopathic Medicine and Veterinary Medicine to Biomedical Sciences and beyond—MWU is poised to transform dedicated students into world-class leaders.
By 2023, MWU had already established a digital marketing partnership with VisualFizz, using paid social media advertising to:
- Broaden awareness
- Connect with prospective students
- Generate meaningful leads
The results were encouraging: leads were flowing in, and the cost efficiency of those leads was steadily improving.
But then, MWU was ready to take the next step. They sought deeper insights, more refined targeting, and a scalable approach that would allow them to maximize their multi-platform paid social strategy.
The Challenge: Scaling MWU’s Paid Social Media Campaigns Through Strategic Refinements
MWU didn’t start from scratch. They came to VisualFizz with a track record—1.5+ years of paid social media campaigns had already surfaced valuable lessons.
Even so, new hurdles emerged:
- Complexity of Multiple Programs: Unlike a business offering a single product, MWU’s portfolio of programs encompassed everything from Osteopathic Medicine and Pharmacy to advanced Biomedical Sciences. Each audience segment had its own motivations, timelines, and decision-making processes. How could the university ensure that each program’s messaging connected with the right prospects at the right time?
- Scaling While Maintaining Quality: MWU had previously achieved success with smaller, more targeted campaigns. However, as their ambitions grew, so did the question of how to sustain quality leads at scale. How do you maintain personalization and nuanced targeting when budgets and audiences multiply?
- Unprecedented Platform Updates: Social media platforms change rapidly. With ad formats, audience behaviors, and platform algorithms in constant flux, MWU needed strategies built on agility and continuous learning. The solution would require a willingness to test, refine, and adapt in real time.
VisualFizz’s Solution: Building on a Solid Foundation with Data-Driven Insights
Planning Stage
As MWU and VisualFizz entered a new phase of collaboration, they began by creating a roadmap that addressed MWU’s long-term goals. The game plan included:
In-Depth Audience Segmentation
Using insights from past campaign performance, VisualFizz conducted a deep dive into audience data for the social ads.
For each program, the team identified sub-segments of potential applicants, including:
- Undergraduates seeking the next step
- Working professionals aiming to advance their careers
- Individuals interested in specialized fields like Veterinary Medicine or Occupational Therapy
By leveraging lookalike audiences, retargeting strategies, and precise demographic filters, VisualFizz ensured that each message connected with an audience who was ready to engage.
Creative Iteration as a Constant, Not a Phase
The complexity of MWU’s program offerings called for special attention to creative development.
VisualFizz adopted a strategy where innovation and iteration became ongoing practices. The team created an organized system of reusable templates and linked components that allowed them to rapidly test and deploy new visuals, copy variations, and calls-to-action while maintaining brand consistency.
This process ensured that a static ad for the Pharmacy program could quickly evolve into a motion-graphic carousel for Speech-Language Pathology, maintaining relevance and engagement across audiences.
Ongoing Collaboration and Communication
True to its ethos of partnership-driven work, VisualFizz established a transparent and collaborative relationship with MWU.
The regular strategy calls went beyond surface-level updates. Instead, they became opportunities to review results, discuss upcoming campaigns, and align on necessary adjustments.
By consistently sharing performance insights, VisualFizz ensured that all tactics remained aligned with MWU’s broader objectives and the specific needs of each program.
Execution Stage
Leveraging data-driven insights, VisualFizz moved into the execution phase, focusing on scalable, effective solutions:
Tailoring Messages for Specific Audiences
For programs like Osteopathic Medicine, the focus was on cutting-edge curriculum and mentorship opportunities.
For Occupational Therapy, the messaging emphasized holistic, patient-centered training. Each campaign ensured the prospective students felt seen and understood.
Creative Diversity and Rigorous Testing
A/B testing of headlines, imagery, and ad formats revealed which combinations resonated most. Subtle adjustments, like a color change or a refined copy line, significantly boosted click-through rates and conversions.
Ongoing Refinements
Through continuous monitoring, the VisualFizz team ensured the campaigns remained stable. When CPLs rose, the team adjusted audience parameters and optimized underperforming ad formats.
While some agencies would simply “set it and forget it,” VisualFizz treated MWU’s money as their own and regularly checked the campaigns for performance improvements.
Results That Tell a Story
The refined, scaled-up social media advertising initiative produced exceptional outcomes for MWU:
- Lower Costs, Higher Returns: VisualFizz maintained competitive CPLs across all programs. For example, Osteopathic Medicine achieved 323 leads at a CPL of $6.79.
- Breadth and Depth of Engagement: The campaigns achieved impressive delivery rates. They reached a wide and diverse audience while delivering messaging that felt personal and compelling. Improved ad placements facilitated meaningful interactions.
- Sustained Growth and Long-Term Value: VisualFizz’s iterative approach created a blueprint for future campaigns, continuously refining targeting and messaging to deliver a higher number of qualified leads.
Through collaboration, creative experimentation, and data-driven decision-making, VisualFizz helped MWU achieve immediate results and establish a framework for lasting success.
Is Your Brand Ready to Think Big-Picture?
MWU’s story, like the paths of its students, is one of continuous learning and development. Instead of relying on one-off campaigns, they sought to turn their online presence into a thriving ecosystem that evolved alongside the institution’s goals and market realities.
With a refined strategy, a scalable framework, and a collaborative spirit, MWU and VisualFizz are poised for ongoing success in the higher education vertical. This isn’t the end of the story—it’s just one more chapter in an exciting narrative of growth and innovation.
If you’re ready to embark on a similar journey—one that values long-term success over quick fixes—our team at VisualFizz is ready to help you.
Contact us to learn about our full-service marketing solutions.