The Canisius team knew that nothing matters more on a site than the content itself - but where to start? Northern’s content strategy team worked with Canisius to identify the areas of the site that were in need of a content refresh using a coordinated Google Analytics review as well as ongoing UX engagement with perspectives, current students, faculty and staff.
Content enrichment also provided an excellent opportunity for Canisius University to audit its SEO status. Northern ensured a seamless migration experience while improving the site’s SEO and strengthened its Google Tag Manager and Analytics 4 set up for a more sophisticated tracking portfolio. These new integrations allow Canisius University to report trends more accurately, giving them the confidence to make future marketing decisions.
Canisius also recognized that it could not sit still on technology following the launch of the new digital engagement platform. Northern took the lead in recommending and implementing key features to extend the reach of University communications, enrollment and marketing teams. Workflow automation, integrations into Canisius administration systems, and new personalization tools have been created to empower teams to do more.
In 2023, Canisius entered into a University-wide re-brand with a big vision. Our deep research into student needs and pain points made us an ideal partner to assist, which blossomed into a series of focus-groups, survey engagement, a new logo design and brand messaging, and post-brand-launch validation and sentiment analysis.
Finally, after demonstrating a deep understanding of the University, higher education in the area, and the strategic priorities of the University, Northern extended its partnership with Canisius by lending its digital marketing and paid media management expertise to the University. Northern has deployed a full-funnel marketing strategy for Canisius, where our efforts are yielding tangible results along the full student success marketing funnel.
