Case Study
OSU Ecampus Expands Reach with Smart Digital Strategy
Oregon State University Ecampus
A top-ranked online division of OSU, Ecampus aimed to increase enrollment while maintaining harmony with the university’s broader brand ecosystem.
Industry: Higher Education / Online Learning
Location: United States
Project Scope: Paid search, social media, display and video advertising, remarketing
Solution Provided: A strategic, multi-channel digital campaign that combined audience-specific targeting, custom negative keyword strategy, and program-based planning—designed to drive quality enrollment without diluting other OSU initiatives
The Challenge
The Solution
- Multi-Platform Digital Campaign: Deksia launched an integrated digital strategy across paid search, social, display, and remarketing—customized to suit the diverse needs of individual programs.
- Traffic Quality Improvements: A detailed negative keyword framework ensured campaigns avoided irrelevant clicks and routed users to the most relevant program pages.
- Tailored Program Support: Some programs received self-sustaining campaigns, while others were grouped under brand-wide initiatives—balancing enrollment goals with internal priorities.
The Results
The campaign delivered standout performance during the 2016–2017 academic year:
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198% year-over-year increase in completed applications
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56.7% reduction in cost per acquisition
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15 individual program campaigns executed alongside an overarching awareness push
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Strengthened OSU Ecampus’ position as a national leader in online education
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