Geisinger Commonwealth School of Medicine
The Geisinger Commonwealth School of Medicine is a higher educational institution, and LSEO partnered with them to promote one of the school’s Master’s programs. The school was trying to address the launch of a new program and to advertise to various target audiences. Commonwealth leveraged the strength of LSEO to help them do that on a digital platform.
Launch Timeline Crisis with Zero Digital Infrastructure
The Commonwealth Medical College faced an urgent challenge: launching a new Master of Biomedical Sciences program with only four months to generate awareness and applications.
TCMC was preparing to launch a new Master of Biomedical Sciences (MBS) program at its newly established satellite campus in Doylestown, Pennsylvania. This was the first time TCMC had expanded its MBS offering beyond its main campus in Scranton, and the stakes were high. With only four months to generate awareness and applications, the school had no established digital marketing infrastructure in place. Historically, TCMC’s advertising budget had been devoted almost entirely to traditional channels such as newspaper ads, direct mail, radio, TV, and billboards. Adding to the challenge, the Association of American Medical Colleges (AAMC) had recently enacted a policy restricting access to MCAT data for marketing use, severely limiting the school’s ability to leverage historical audience targeting. TCMC not only needed to fill a brand-new class—it needed to build awareness from the ground up in a brand-new market, with limited data and a modest $33,000 marketing budget.
- Only 4 months to launch new MBS program
- No established digital marketing infrastructure
- Restricted MCAT data access limited targeting options
- Modest $33,000 budget for ambitious 12-student enrollment goal
Search Engine Marketing & Paid Social
- Deployed Google Ads campaigns for targeted reach
- Launched paid social media across Facebook, LinkedIn, and Instagram
SEO & Email Outreach
- Optimized organic search visibility
- Executed strategic email outreach campaigns
Content & Social Media Strategy
- Created organic social content aligned with digital campaigns
- Developed targeted messaging for each conversion milestone
Traditional Media Integration
- Coordinated direct mail campaigns
- Secured strategic newspaper placements
Event Marketing & Engagement
- Organized in-person and virtual open houses
- Built lookalike audiences using internal insights
Funnel Optimization & Conversion
- Mapped ad creatives to each enrollment stage
- Shepherded leads through complete enrollment journey
“This campaign is a highlight of my career… not only did we exceed goals, but we helped change the mindset of key decision-makers about the effectiveness of digital marketing.” – LSEO CEO Kris Jones
- Campaign shattered enrollment expectations
- Generated over $1M in tuition revenue in 4 months
- Extraordinary 3,135% return on ad spend achieved
- LSEO retained as agency of record for future initiatives