Case Study: a private, multi-campus health sciences university builds search and digital marketing expertise with Brafton

A Private, Multi-campus Health Sciences University brings 4 Brafton leaders on-site for custom search and digital marketing training

A private, multi-campus health sciences university sought to understand evolving search behavior and leverage its own data to improve its digital marketing efforts. The initial challenge was focused on using Google Search Console, but it expanded into a need for practical training that could align its content, UX, paid media, and video teams around a unified search strategy. Brafton Inc. was engaged to build a custom training program to address this.

Brafton Inc. developed and delivered a customized, in-person summit using the university's actual search data and organizational priorities. The solution included tailored workshops on topics like query mining, AI visibility, and YouTube strategy, transforming complex concepts into actionable insights. The result was a successful transfer of knowledge, with the university's teams feeling empowered to immediately apply the training to their work. The client reported that the sessions were incredibly insightful and engaging, leaving the team with a shared framework for collaborating on search and content.