More than impressions. Admissions.
Higher Education
Paid Social, Organic Social
Driving Enrollment Growth Through Organic Social Momentum and High-Performance Paid Campaigns
Xavier University School of Medicine (XUSOM) operates in an increasingly competitive Caribbean medical school landscape. With larger institutions dominating paid media and search visibility, Xavier needed to build brand authority organically while driving measurable enrollment growth through paid social.
Prospective students are searching for colleges on AI search engines, YouTube and social media first. They want to see what it’s like to attend the school through the students’ eyes and they are making meaningful decisions based on what they see. Many people don’t know Caribbean medical schools exist as an alternative to competitive and expensive US-based schools with low acceptance rates.
EGC launched paid social campaigns in several test markets to drive awareness of Caribbean medical schools and the accessibility and affordability of Xavier. EGC traveled to Aruba for quarterly social shoots and partnered with the Student Government Association on campus to capture authentic video content providing a glimpse into what it’s like being a student at Xavier. EGC launched Xavier’s TikTok account to expand its reach to a younger, global audience. EGC leveraged trends, student, faculty and alumni-in-residency perspectives, day-in-the-life and man-on-the-street style content to showcase the benefits of the school to prospective students.
Since EGC started conducting quarterly on-campus video shoots, Xavier saw the following increases on Instagram and TikTok:
