TULANE UNIVERSITY
SCHOOL OF SOCIAL WORK
Driving Enrollment for Mission-Driven Programs
The Goal
Tulane University School of Social Work (SSW) offers purpose-driven graduate programs, including the Master of Social Work, Doctor of Social Work, and Master of Science in Disaster Resilience Leadership. Facing competitive pressure, inconsistent enrollment performance, and high acquisition costs, Tulane SSW needed to:
- Build Tulane’s brand nationally while honoring deep local roots
- Improve lead quality and reduce CPL across paid channels
- Differentiate programs in a saturated online graduate market
- Strengthen full-funnel conversions
The Archer Approach
Together, Archer and Tulane SSW activated a full-funnel strategy across marketing and enrollment, aligning Tulane’s strong brand ethos and student journey.
Partnership Highlights
Enrollment Marketing
Reallocated 15% of budget to different channels, resulting in 43% more application starts
Launched new landing pages with A/B testing, boosting conversion rates by 56% YoY
Focused paid search with a new keyword strategy, increasing conversions by 196% at 27% lower CPL
Organic Strategy
Optimized content on blog and program pages for search engines and AI tools
Added 100+ new keyword rankings and 50+ backlinks
Grew impressions 17% and reached #2 ranking for “doctorate in social work online”
Enrollment Management
Delivered lead quality insights and drove down funnel performance
Reduced app submit timelines by 85%
Supported Slate optimization and proactive melt prevention
