HERMAN OSTROW SCHOOL OF DENTISTRY OF USC
Since 1897, Ostrow has shaped talented students into outstanding dentists and dental hygienists.
Their challenging clinical education and expert faculty members provide future oral health professionals with the skills they need in order to become the best.
Over the past years, we have helped facilitate a wide range of projects with Ostrow to elevate their brand and presence in the higher education market.
We've developed higher education marketing collateral they use at conferences and workshops, a brand video to motivate faculty and potential students to join, created and supported two podcasts, and a mixture of content marketing, paid advertising, and email automation to reach and attract new students.
Since The Herman Ostrow School of Dentistry of USC offers five distinct programs, the assets needed to be modular to allow for customization, and the visual identity needed to be simple enough to not overwhelm prospective students.
In the end, we designed a 3-panel brochure that included general information about the school.
Each brochure included a pocket so admissions staff could include materials that were relevant to different prospective students.
We helped kickstart and designed the themes for two podcasts for the school. Both serve as opportunities to welcome newer and nurture existing audiences by offering insight and authority.
We've designed several documents that the school was able to share during and after various presentations. These write ups were always in support of current topics.
To increase awareness of the Herman Ostrow School of Dentistry of USC online programs, we produced a brand video that featured key faculty telling the school’s story and mission.
We published this video on YouTube, used it in social media advertising, and embedded it on their website.
This video was part of a larger higher education branding campaign that included designing the brochures below.
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We developed an infographic that served as a free resource for professionals to use. Additionally, we created an opportunity for the school to share the graphic with other organizations so they can post the information as well. By doing this, we ensured Ostrow would receive backlinks and have increased the effectiveness of the post. To date, this is their most successful blog post.
There are many different higher education marketing tactics you can use to recruit online students.
For the Herman Ostrow School of Dentistry of USC‘s postgraduate dentistry programs we used a mixture of content marketing, paid advertising, and email automation to reach and attract new students.
Once leads were in the system, email automation nurtured prospective students with supplemental information based on their program of interest.
We designed the workflows to funnel prospective students toward 1-on-1 conversations with the admissions team so they could have their questions addressed and receive a personalized path to continuing their education online.
In addition to static content like blogs and checklists, we also developed a landing page and funnel for Ostrow’s Virtual Patient Game.
Players are given charts and intake questionnaires from real-life patient cases, and are then asked to give a diagnosis and suggest a treatment.
In addition to inbound content marketing, paid advertising played a big roll in year-over-year growth.
To reach dentists, we developed niche-specific search ads and video-based social ads for Facebook and Instagram. In 2019, we earned 104 leads, 2,978 clicks, on 50,771 impressions for a 5.87% CTR.
Ads ranged in topic from promoting free webinars, CE credit opportunities, Professional Advancement Courses, or general information about one of Ostrow’s five online postgraduate dental programs.
We’ve generated over 3,100 leads, reached over 1.2 million dentists and health professionals worldwide, and left over 5 million impressions since launching ads on Facebook and Instagram in 2017.