77%
Increase in website traffic to University Center landing page
49%
Increase in form submissions
214%
Increase in information session RSVPs
Background
Harper College – a leading community college serving Chicago’s northwest suburbs – faced the same challenge many higher education marketers know well: how to reach diverse audiences year-round, on time and on budget, while delivering measurable enrollment growth.
They turned to MoreVisibility, a Google Premier Partner recognized among the top 3% of agencies in the U.S., to bring data-driven clarity and cross-channel performance to their campaigns.
The Problem/Challenge
Harper’s marketing operation was decentralized. Campaigns were planned by department, data was siloed across platforms (Salesforce CRM, Marketing Cloud, student systems), and manual processes limited optimization. They needed to meet prospective students where they are – all year round – with the right message, at the right time.
The Solution
MoreVisibility partnered with Harper to design a multichannel, audience-centric framework that aligned paid media, content, and analytics around shared enrollment goals.
- Reframing by Market Audience
We reorganized planning by market segment – Brand/Enrollment, Adult, FTIC, B2B, and Multicultural – each with its own funnel strategy, media mix, and creative messaging. - Multichannel Media Execution
A balanced media mix ensured Harper’s message reached audiences across every stage of the journey, including Paid Search, YouTube, Spotify, Social Media, Billboards, Email, and Direct Mail. Analytics dashboards provided real-time performance tracking. - Leveraging First-Party Data & AI Insights
Using AI-driven optimization and CRM data, MoreVisibility identified the most efficient media placements, built audience segments, and enhanced personalization for higher ROI. - Creative & Content Strategy
Creative assets featured clear, action-oriented CTAs and landing pages customized by audience. Content was structured for both human engagement and AI discoverability, following AIO best practices.
The Results
When MoreVisibility Implemented this strategy for Harper College’s University Center initiative, it resulted in measurable and impactful campaign outcomes:
- 77% Increase in website traffic to University Center landing page
- 49% Increase in form submissions
- 214% Increase in information session RSVPs
Beyond these measurable wins, Harper’s team now operates with a unified marketing framework, better data integration, and a scalable foundation for ongoing student acquisition.
Future-Ready
Visibility in the Age of AI
Harper’s success demonstrates how multichannel marketing plus AI-ready strategy fuels sustainable enrollment growth. AI-generated responses may be the first (and only) touchpoint a prospective student or parent sees. To stay visible, education brands must structure content for AI systems using schema markup, authoritative messaging, and consistent off-site signals.
Key Takeaways for Higher Ed Marketers
- Organize by Audience, Not Department.
- Adopt a Multichannel Mindset.
- Leverage First-Party Data.
- Plan for AI Visibility.
- Measure What Matters.
