Reclaiming Control of Enrollment Growth

In 2023, our university client made a strategic decision to exit its Online Program Management (OPM) relationship in order to regain control over its data, digital marketing strategy, and student experience.

While this move created long-term opportunity, it also introduced immediate challenges: - Rebuilding recruitment efficiency without OPM infrastructure - Managing media, data, and student engagement internally - Differentiating in a highly competitive online education market

Our client needed a partner that could deliver performance and provide the governance, transparency, and control that modern institutions require.

Brado partnered with the university to design and activate a data-first digital recruitment strategy, supported by a customized Conversational Engagement Platform.

1. Insight-Driven Digital Activation

• Implemented paid media programs optimized for qualified inquiries, not just volume
• Leveraged performance insights to continuously refine targeting and messaging
• Built transparent reporting that returned visibility and control to the clients’ team

2. Conversational Engagement Platform (CEP)

• Deployed a customized CEP to improve the prospective student experience
• Enabled real-time engagement, guidance, and routing across programs
• Reduced friction between inquiry, application, and enrollment

3. Governance-First Partnership Model

• Ensured the client retained ownership of data and decision-making
• Aligned strategy with institutional goals rather than third-party incentives
• Supported long-term internal capability building

Since partnering with Brado, the university has seen meaningful improvements in both efficiency and outcomes:

• 43%+ decrease in cost per inquiry, compared to prior OPM performance
• 116%+ increase in inquiry-to-application conversion in the first six months
• Improved enrollment performance across key programs

The result was a more sustainable, institution-controlled growth model.

This engagement succeeded because Brado understands the unique dynamics of higher education recruitment:

• Sensitivity to brand, trust, and academic reputation
• Experience navigating post-OPM transitions
• Ability to balance performance marketing with long-term institutional value

By combining technology, media, and insights, Brado helped modernize recruitment without sacrificing governance.

The resulting transformation highlights Brado Digital’s ability to support high-stakes discovery and decision-making journeys:

• AI-enhanced, human-centered engagement
• Platforms and media designed to work together
• Governance-first execution aligned with regulated environments

As AI-driven discovery increasingly shapes how prospective students research programs and institutions, early investment in structured content, authoritative signals, and conversational engagement creates a meaningful advantage.

By pairing performance media with CEP-driven engagement, the client is well positioned for Generative Engine Optimization (GEO) — ensuring its programs are discoverable, understandable, and trusted within AI-mediated education research experiences.