CASE STUDY | UNDERGRADUATE & ONLINE

Vermont State University

Pivot Marketing partnered with Vermont State University (VTSU) to strengthen its digital marketing strategy as it evolved into a unified institution with a distinct brand identity. Our team implemented a multi-pronged approach, focusing on lead generation, SEO enhancements, and custom CRM solutions tailored to VTSU’s evolving needs. Through strategic collaboration with VTSU’s leadership and a student-centric focus on audience targeting, we developed campaigns that aligned with the university’s unique identity while effectively reaching prospective students. This ongoing partnership has driven notable improvements in application rates and engagement metrics, supporting VTSU’s long-term enrollment and growth objectives.

Garnered a $57 cost per lead, outperforming industry benchmarks for paid search and demonstrating the approach of a cohesive and well-optimized search campaign.

Reduced Cost Per Lead across Programs

Lower CPL

Developed Standalone Landing Pages for Improved Conversions

Conversion rate optimization (CRO) was implemented through standalone landing pages for specific program portfolios and campus-specific campaigns.

CRO

Over 12,200 Paid Social Media Engagement Actions

By tailoring the messaging and refining content, the strategy fostered higher engagement with key audiences.

Engaging

42% of All Web Conversions From Digital Platforms

Paid traffic accounted for 42% of all web conversions, demonstrating an ability to reach a targeted audience with program and institution alignment.

Impact

Well targeted and optimized campaigns allowed for click-through-rates that far exceed industry benchmarks. Meta averaged 5% CTR, while paid search averaged 16% CTR.

Above Industry Benchmark CTRs

↑ CTRs

Digital marketing strategies allowed for greater brand awareness for the newly established institution with over 22 million impressions.

Paid Traffic Drove 22M+ Brand Impressions

Brand

Pivot Marketing has been an essential partner for Vermont State University, especially through the complex consolidation of multiple colleges into a unified university system. Their digital marketing expertise, precise ad management, and commitment to continuous experimentation have helped us reach prospective students with impactful, targeted messaging. Pivot’s comprehensive approach—spanning enrollment funnel assessment, enrollment services, and strategic student outreach—has enabled us to streamline and strengthen our recruitment efforts during a challenging transition. Their detailed reporting and actionable insights allow us to adapt and grow with confidence, making Pivot an integral part of our journey toward sustainable enrollment success.

VP of Enrollment