Sherman College of Chiropractic has enjoyed working with Higher Education Marketing (HEM) on a search engine optimization project. Not only are the staff at HEM knowledgeable, personable and timely, but their services achieved the desired result. We look forward to expanding our relationship with them in the future.
KELLEY JONES ASHCRAFT
Vice President for Enrollment Services
Sherman College of Chiropractic
REFINING ANALYTICS AND SEO AT SHERMAN COLLEGE TO INCREASE STUDENT REGISTRATION
As a long established leader in the education of Doctors of Chiropractic, Sherman College has a strong academic brand and an excellent reputation for chiropractic education. Even with this strong and positive positioning, flat market conditions for chiropractic education, along with increasing levels of competition from other chiropractic education institutions resulted in decreased organic website traffic and fewer high quality student leads from their traditional lead generation strategies.
To continue to meet growth expectations in the challenging and competitive chiropractic student marketplace, Sherman College determined it needed additional marketing resources and expertise in web analytics and online marketing. HEM was contracted to assist Sherman meet their marketing goals.
A basic configuration of Google analytics was in place, but advanced features and goal funnels were not in use. The advancement team had a clear appreciation for analytics but was at an early stage in their knowledge about the application of Google analytics.
Analysis of the recruitment funnel by Sherman marketing staff indicated the need
to increase traffic across their recruitment cycle with specific emphasis on organic
search inquiries, leads, campus visits, applications and registrations.
Hobson’s online CRM was being used to capture prospective student contact information. Info request form page views were being tracked but data on actual lead form conversion was not available. Deeper understanding of visitor behavior across Sherman’s lead generation and registration funnels, including Hobson’s CRM, was required to facilitate their ongoing improvement.
FIGURE 1: FUNNEL VISUALIZATION.
FIGURE 2: KEYWORD RANKING REPORT FOR SHERMAN.EDU
HEM’s work with Sherman resulted in a number of specific outcomes:
The mission of Sherman College of Chiropractic is to educate and prepare students to become doctors of chiropractic. Students are taught and learn from the most current knowledge and understanding of the philosophy of chiropractic, in the basic and clinical sciences, the research and science of vertebral subluxation and in the clinical practice of chiropractic so they may perform the professional obligations of a primary health care provider with competency, compassion and integrity. Faculty members engage in research and scholarly activities that contribute to the body of pedagogical and clinical knowledge which advanced chiropractic education and the chiropractic profession. The college serves the profession by offering continuing education programs to doctors of chiropractic and by participating in professional and educational organizations. The college serves the community by providing quality chiropractic care and partnering with community organizations.