How Saint Francis University partnered with Collegis to unify messaging, modernize strategy, and reverse a decline in brand awareness through smarter, student-centered marketing.
For Saint Francis University (SFU), brand visibility in its home region has always been a strategic priority. But when internal metrics revealed a sustained decline in branded keyword search volume, the institution faced a clear challenge: how to grow awareness and demand without expanding the marketing budget.
In response, Collegis helped SFU pivot to an omnichannel marketing strategy, anchored in student journey insights and a refreshed creative campaign. The results: a 54% lift in branded search volume and a 2.7x increase in conversion rate for revamped search campaigns.
SFU had long expressed the goal of “owning their backyard,” but their declining search volume suggested a loss of mindshare among key audiences. The following factors made matters even more complex:
This wasn’t just a search engine issue — it was a signal that SFU needed a more coordinated, brand-forward approach to digital marketing.
To drive growth without increasing spend, Collegis partnered with SFU on a data-informed, omnichannel marketing strategy. We aligned messaging to institutional strengths and audience needs, with a focus on key campaign components:
Marketing insights & program strategy: Identified value drivers from enrollment data, like adult learner appeal and career-aligned programs
Creative campaign development: Launched the flexible “SFU Is…” concept to unify storytelling
Media management & channel expansion: Optimized campaigns and introduced new channels to lower CPAs and boost performance
This holistic approach elevated SFU’s visibility at high-intent moments in the student journey.
After launching the new omnichannel strategy in September 2024, Saint Francis University saw immediate gains:
By aligning creative, strategy, and media under a single narrative, SFU reclaimed share of voice — and did it without asking for more budget.
This case underscores the power of a strategic omnichannel approach, especially for smaller institutions navigating constrained budgets. With thoughtful execution and messaging that resonates across audiences, schools like SFU can still grow awareness, drive conversions, and own their space—online and off.
The Saint Francis University case is a powerful example of what’s possible when strategy, creativity, and execution are aligned under one unified vision. By partnering with Collegis, SFU didn’t just stop the decline in search visibility — they reversed it, strengthened their regional presence, and achieved significantly better conversion performance, all without needing any additional budget.
If your institution is facing similar challenges — declining awareness, fragmented messaging, or flatlining campaign performance — an omnichannel strategy may be the path forward. Contact Collegis to learn how we can help you unlock growth, boost brand recognition, and better support students throughout their decision-making journey.
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