University of Saint Francis

In 2026, the University of Saint Francis saw a 12.74% increase in undergraduate and graduate enrollment. Here’s one of four digital campaigns that Calculate created, built, and monitored for the university.

Overview

Knowing the value of a search-only academic programs campaign, the university sought to increase interest and enrollment in 21 academic programs. To maximize the return on a limited budget, Calculate organized the programs into the following clusters:

• Nursing: BSN; RN-to-BSN
• Health and Exercise Science
• Criminal Justice/Criminology; Social Work; Psychology
• Business: Accounting; Accounting CPA; Business Administration; Finance; Marketing; Sports Management
• Education: Elementary Education K-6; Special Education, Pre-K-12
• Animation
• Biology and Pre-Professional programs: Pre-Dental; Pre-Medicine; Pre-Physician Assistant Studies; Pre-Veterinary

Each cluster had its own dedicated landing page; Messaging incorporated storytelling (direct student experience) and institutional strengths/stats based on the following themes:

• Quality/success of program
• Career success rate
• Personal support
• Campus community
• Affordability/value

The campaign ran for a total of 6 months on Google Ads.

Results: Big Picture

• 205,000 impressions
• 8,100 total clicks

Results: Actions that Matter

• Primary actions: 785 direct leads (completed forms and phone call clicks)
• Secondary actions: 2,940 clicks to apply, get directions, or visit the website

Cost and Efficiency

• 3.99% CTR
• $4.76 CPC
• $10.45 cost per primary and secondary leads

The Right Channel

Search engine marketing (SEM) is ideal of recruitment because it reaches students who are actively searching for programs. It’s also budget efficient (you pay only when a user clicks) and it allows for precise targeting within a cluster. Google, in particular, allows for enough flexibility to include numerous message threads.