CASE STUDY
Oakwood University is a private, HBCU located in Huntsville, Alabama. Founded in 1896, the university offers a range of undergraduate and graduate programs in various fields, including theology, business, science, health, and education. In addition to its academic programs, Oakwood University operates several affiliated entities, such as Oakwood Farms Market, Oakwood Memorial Gardens, and LEAP (an entrepreneurship program), all of which are part of its broader mission to provide students with practical, hands-on experiences while contributing to the local community.
BACKGROUND
Oakwood University sought to enhance its online presence and promote its graduate programs to attract prospective students and boost enrollment. In addition, the university aimed to drive awareness and engagement for its affiliated local businesses: Oakwood Farms Market, Oakwood Memorial Gardens, and LEAP (an entrepreneurship program).
To support Oakwood University’s goals, we developed a comprehensive, long-term digital marketing strategy for both the university’s undergraduate and graduate programs, as well as its affiliated businesses. Our approach focused on building a cohesive digital presence that resonated with key audiences, including prospective students, current students, alumni, and the local community.
OBSTACLES
Oakwood University’s digital infrastructure required significant development before launching effective paid and organic digital campaigns. We faced several challenges, including regaining access to lost Meta accounts, auditing and optimizing existing social media and website content, establishing a comprehensive Google Analytics framework, and building out the digital platforms for each of the university's affiliated businesses. This foundational work was essential to ensure a strong and cohesive online presence across all channels.
RESULTS
44%
increase in social media engagement
3 million
new impressions across campaigns
33%
increase increase in overall page views
HOW WE HELPED
We began by creating a consistent organic social media content plan for Oakwood University, tailoring content to the unique interests of each platform’s audience. This strategy included Facebook, Instagram, Twitter, and LinkedIn, with content that highlighted the university’s academic programs, on-campus events, student achievements, sporting events, and alumni successes. We also actively engaged with students and alumni, providing valuable information and support, such as enrollment assistance, academic resources, and post-graduate services.
In tandem with the organic strategy, we launched a robust paid advertising campaign for Oakwood University and its affiliated local businesses: Oakwood Farms Market, Oakwood Memorial Gardens, and LEAP (an entrepreneurship program). This multi-platform campaign included Google Search and Display ads, Meta (Facebook and Instagram) advertising, and YouTube promotions, ensuring broad visibility across all key digital touchpoints.
By aligning both paid and organic efforts, we created a unified digital strategy that effectively promoted Oakwood University’s programs and services while engaging with diverse audiences.
ORGANIC SOCIAL MEDIA GROWTH
Through a consistent posting schedule and tailored content, we successfully positioned Oakwood University as a reliable resource for students, alumni, and prospective students. Each social media account saw steady, month-over-month growth.
On Facebook, Twitter, LinkedIn, and Instagram, we achieved an average 20% increase in followers. Additionally, we saw a 30% growth in page visits and a 44% increase in overall engagement, indicating a more active and invested audience.
GOOGLE ADS + PAID CAMPAIGN PERFORMANCE
Our paid advertising efforts were highly successful, driving significant awareness and engagement for both Oakwood University and its affiliated businesses. Across all campaigns, we generated over 3 million impressions. Specifically, Oakwood University’s undergraduate and graduate programs garnered over 2.4 million impressions, leading to an increase of 150,000 website visitors and more than 40,000 conversions from potential students.
We also reached over 500,000 people in the Greater Huntsville area, helping to attract attention to Oakwood Farms Market, Oakwood Memorial Gardens, and LEAP. These efforts not only expanded the university’s reach but also directly supported the growth of its business ventures, contributing to stronger community engagement and awareness.
Video assets produced for Oakwood Univeristy paid and organic campaigns.
Above and to the right are Oakwood University affiliated ads that were included in the ads campaigns
