Higher Education Digital Marketing

Higher education digital marketing & website development
 

As the digital agency of record for The Washington Center for Internships and Academic Seminars, Carousel30 developed a digital strategy, website, and online communications plan for the organization in 2010, and continues to lead its digital brand through online marketing campaigns and support.

The Washington Center for Internships and Academic Seminars (TWC) is the largest independent, nonprofit academic internship program in the country. It provides students with enriching internship experiences for college and university students in Washington, DC and other select locations. Founded in 1975, it has grown to include students from around the world, hundreds of colleges and universities, and civic, governmental and business organizations all working to provide students with unique educational and career development experiences.

Objective
Carousel30 partnered with The Washington Center to develop its digital strategy and brand after an internal rebranding effort. This called for a comprehensive restructuring of all its online presences. As a large and complex organization with multiple programs and partners, TWC’s online brand was fragmented and in need of a cohesive solution including a customer relationship management tool to organize its external communications.

In addition to the website, TWC’s social media landscaped lacked cohesion and strategy. Different programs within the organization and various partners were independently operating Facebook pages, diluting the organization’s brand.

Steps Taken
Carousel30 first worked with TWC to fulfill its website objectives, eventually expanding our efforts to include social media marketing and online advertising. We designed and developed a website with a custom Drupal content management system (CMS) with advanced workflow capabilities and search technology.

As part of our technology strategy for TWC, Carousel30 recommended the Salesforce CRM platform and assisted with its customization and integration to match TWC’s unique needs.

In order to meet TWC’s social media objectives, we began digital marketing efforts in December 2010 by creating a comprehensive online communications strategy and marketing plan including a social media strategy to unite its online presences and consolidate the brand. By separating TWC’s social media presences between potential and current students and TWC alumni, we are able to better target by interests and continue to meet the needs of all groups.

We also help TWC operate recruitment campaigns for new students through social media marketing and messaging and by strategizing and operating online advertising campaigns.

Measuring Success
Both the overall website traffic and the traffic from social media sites and online advertisements has improved dramatically since Carousel30 began working with the higher education organization. Since we first launched the TWC website in July 2010, overall website traffic increased 15 percent in the first year and 22 percent in the second year. Additionally, website traffic from social media sites has increased more than 543 percent since Carousel30 began managing TWC’s social media presences.

Interaction on TWC’s social media presences has continued to grow as we’ve worked with the organization. TWC’s Facebook followers increased 73 percent in the first year.

In the fall of 2011, TWC named Carousel30 its Digital Agency of Record. Our work continues to oversee most aspects of TWC’s digital brand including strategy, marketing, advertising, creative and development for their online recruiting efforts with higher education students.

“We’re thrilled to have Carousel30 as our Digital Agency of Record," said TWC Vice President of Communications Carmenchu Mendiola-Fernandez. "We’ve been working with them for two years, and they have taken a strategic approach to aligning our digital brand with our core mission, values and organizational goals." President Michael Smith added, "Carousel30 has proven time and again that its agency is at the forefront of the digital age. I feel that TWC is safe in their hands, and they will continue to make our digital efforts more focused, providing a higher return on investment."

Greg Kihlström, Carousel30's founder, says of our work with TWC, “The results we’ve been able to produce for The Washington Center over the last few years really speak for themselves. The organization’s digital analytics have all seen a substantial increase since the launch of its website and digital marketing."