AUA wanted to be positioned as the premier Caribbean medical school dedicated to providing underrepresented minorities with a diverse academic community and the highest quality of education.
In order to set AUA apart from the rest, we knew we needed to build stronger brand awareness and engagement with prospective students, their parents, and the medical community. We knew this would ultimately lead to gaining more qualified leads and driving enrollment.
We conducted a thorough social platform and content audit to better understand their target audience and identify the types of content that they resonate most with and on which platform. To better inform our strategy, we also took a deep dive into audience data and competitive research. We applied our findings to develop and successfully roll out a comprehensive strategy refresh. Our updated approach adopted new, differentiating brand colors to make social content stand out, established platform swim lanes, and defined content pillars to truly resonate with the AUA community - past, present and future. Our new creative resulted organically in a 75% increase in engagements, 7% increase in impressions, and a 21% increase in audience vs. the prior two-month period. Through dynamic creative, which tapped into the campus experience and location, paired with concise messaging, we were able to drive interest and interaction from current and potential students.