Case Studies

Kaiser Permanente

School of Allied Health Sciences

Commonly known as Kaiser, the American Healthcare giant launched Kaiser Permanente - School of Allied Sciences in 1989 with the mission of advancing healthcare and improving lives by inspiring students to be active, successful leaders in their careers and communities. A small healthcare college based in Richmond, California, looked for a more effective solution to generate quality program applications. As Chris Salem, their program manager, put it, "Our previous efforts appear successful on the surface, but we have found it is ultimately difficult to determine a line between advertising dollars and individual quality applications."

Challange

Increase Program Applications

Kaiser is starting a new Master's degree program in Clinical Counseling (MSC) and needed help driving quality program applications. As this is a new program for the school, their ultimate goal was to achieve a large pool of qualified applicants for selection and admission to the new MSC program, running the campaign for January to June, before the first class starts in October 2021.

Solution

Paid Acquisition via Linkedin and Google

We used their in-house marketing assets to create five ad sets to use across LinkedIn, and we made a variety of search ads to run across brand and competitor keywords. We analyzed our results weekly and iterated on the targeting to increase CTR, leading to an increase in program applications. 

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Results

What we achieved

Campaign is still in progress