What evidence can you share that demonstrates the impact of the engagement?
We didn’t necessarily have set goals when we got started, other than increasing our enrollments. We did have a lot of analytics all the way down the marketing funnel and we met many of those goals. The ones we didn’t meet were because of internal issues on our end, which UNINCORPORATED had no control over. That being said, on the top-of-the-funnel things, they did an excellent job.
We have analytics and have been able to demonstrate that the SEO of a program we were marketing ended up surpassing the SEO of our existing school website, which was well-established. We had a six-month window before our organic content picked up and it surpassed what we’d been doing internally. That was definitely a notable KPI.
UNINCORPORATED also did a great job of really helping those of us as well as the directors of the programs we worked with to gain a much better understanding of what’s required in terms of strategy. Some of our senior leadership—by virtue of getting reports created in hand with UNINCORPORATED—have a much better understanding of what it means to advertise in today’s digital landscape.
How did UNINCORPORATED perform from a project management standpoint?
After our meetings were over, I was in awe of their capacity to organize so many different things and people at once. They really brought order to what otherwise would’ve been chaos through the skillset they brought to the table.
We all used Slack, Google Drive, Google Docs, and Asana, though we also used email occasionally. We met weekly on an hourlong videoconference, which was always highly productive. Overall, UNINCORPORATED communicated very well.
What did you find most impressive about them?
We greatly appreciated their project management and talent with digital and inbound content-based marketing. They had a solid handle on HubSpot, which is a pretty robust platform, and were great at writing content. I think they subcontracted some of that work, but every piece of content that was written really came out strong. UNINCORPORATED didn’t have expertise in our field, so I worked with them on healthcare policy and administration for a bit. They certainly figured it out and did an excellent job producing written content about it.
Additionally, UNINCORPORATED has a good understanding of large organizations and their dynamics, such as in our case. They have great graphic and web designers, too. We produced most of the video content in-house, but they provided great insight into where we needed to shorten or expand things, and we did reviews together. They brought really good suggestions to the table, both in terms of how a viewer would see it as well as the strategy for SEO and generating leads.
Are there any areas they could improve?
There were a few mistakes that were made, but anybody could’ve made them. UNINCORPORATED’s team needed a bit of onboarding in terms of culture. Our area is very different from corporate structures, and they had more expertise in working with private enterprises. We’re a private nonprofit university and power structures are very different. UNINCORPORATED wasn’t getting why things were happening correctly at a high level at times. There were some cultural things they needed help with, but that would be true for anyone coming in without experience in higher education.
Do you have any advice for future clients of theirs?
It’s important to use communication platforms. UNINCORPORATED was pretty unconvinced in this sense, but once we decided on what platforms and communication channels we were going to use, it worked out great.
They bring a fresh vibe to the table, which I appreciated quite a bit. Some of our senior leadership is unfamiliar with things that are common knowledge to the younger demographic about technology. My advice would be to embrace the millennial approach and mindset, which might not be as evident to an older generation.