Denitsa Rakitska

CONTENT & BRAND STRATEGY

WEBSITES & MICROSITES

LEAD GENERATION MICROSITES

THE OBJECTIVE

Design and launch a brand-new demand generation microsite for the University of Southern California Sol Price School of Public Policy's highly competitive master's programs - Master of Public Administration and Executive Master of Urban Planning. Create a unified, on-brand space for both organic and paid traffic and increase on-site enrollment conversions among the highest quality leads/candidates

THE SERVICES

requirements collection, discovery, & creative brief
web architecture & sitemap
wireframing & navigation pathways
design & template layout
copywriting & editing
creative testing & user behavior analysis
project management

THE RESULTS

Launched the new microsite ahead of schedule, and in just the first three months of being live, the site:

exceeded enrollments goals for Fall 2021 by 120% and generated 82% of Spring 2022 enrollment target
converted 150% more high quality target leads than prior similar websites
served as a springboard to optimize the rest of the marketing channels and their associated messaging. The lessons learned from the microsite, after having been applied to various ad creative, enabled USC's ads to gartner over 37M impressions in market.