Case Study: Morehouse College boosts admissions engagement and brand consistency with HubSpot

Morehouse College boosts page views 30% with HubSpot

Morehouse College, a historically Black college and university (HBCU), faced the challenge of modernizing its digital admissions experience for prospective students, many of whom are first-generation. Its fragmented website with an inconsistent tone was causing confusion and risked losing applicants. With a lean team, Director of Digital Strategy Candace Bazemore needed a solution to unify their voice and improve usability, all while being held accountable by a passionate alumni network.

Using HubSpot's Content Hub and Breeze Studio, Morehouse built a dedicated admissions blog and created a custom AI assistant named Mr. Tiger. The assistant was trained on the college's brand guidelines and voice to ensure all content was warm and on-brand. The solution led to a 30% growth in page views and a 27% increase in time on site. HubSpot enabled the small team to optimize pages quickly and scale their model to other departments with confidence.

Morehouse College