Case Study: a Michigan-based university boosts applications and brand protection with Fathom

A Michigan-based university drives 1,179 incremental applications with Fathom

A Michigan-based university faced an application deficit and aggressive competitor conquesting of its branded keywords during the 2022 deposit season. The institution engaged Fathom Digital Marketing for paid media and analytics services to address this challenge and increase prospective student applications.

Fathom implemented a two-part strategy using multi-channel paid campaigns. They targeted high-value audiences with paid search, display, and social media to drive applications, while also launching focused paid search efforts to protect the university's brand from competitors. The results delivered by Fathom included 1,179 incremental applications, a 17% increase in transfer applications, and a branded search impression share increase to 92%, effectively closing the application gap and securing the brand.