Case Study
The Real Impact of Digital Marketing in Higher Ed: Marshall University’s Results
Scope
Overview
You know digital marketing is important for higher ed, but what does it actually look like when it’s paired with a strong institution and a smart enrollment strategy? And do the results really live up to the hype?
To answer that, let’s take a closer look at one of our clients, Marshall University. Between innovative tuition assistance options for both in-state and out-of-state students, thoughtful program offerings, and a strategic approach to enrollment, Marshall has built a solid foundation for growth. Just as importantly, they’ve been an incredible collaborative partner. They’re open to testing, sharing insights, and working closely with our team every step of the way.
Our role has been to support and amplify their hard work through targeted digital campaigns, and the results speak for themselves.
The Goals from Day One
Marshall has a total student headcount of 12,318, including undergraduate, graduate, and professional students, and is located in Huntington, West Virginia. The university first partnered with us for pay-per-click (PPC) support in the fall of 2023 and then expanded into a full digital marketing retainer in early 2024.
From the start, their goals were clear:
- Increase organic search visibility
- Attract higher-intent users
- Bring more qualified prospective students into their enrollment pipeline
What We Did and Why It Worked
To make it all happen, we built a strategy centered on non-branded, high-search-volume keywords tied directly to Marshall’s programs. One of the biggest moves? Launching their blog program back in June 2024 to expand reach and capture new top-of-funnel users. And it worked.
Since the Launch
The blogs published between June 2024 and today have generated over 50,000 organic search sessions from future students (and growing rapidly). Our expert strategists and copywriters have tackled a wide range of topics, from military-friendly master’s degrees and reasons to become a teacher to tips for reducing tuition costs and everything you need to know about earning a PharmD degree.
Looking at the bigger picture, Marshall’s overall organic traffic grew 20% year over year (June 2024–November 2025 compared to June 2024–November 2024), showing strong momentum from the combined SEO and content strategy.
But here’s the thing:
The traffic didn’t just look good on paper. It turned into real leads
In 2025, Marshall more than doubled their organic RFI submissions compared to 2024, achieving a 103% year-over-year increase with a full month still left in the year.
Enrollment numbers are telling a similar story. For Fall 2025 (with final numbers still coming in), Marshall is pacing ahead of last year:
- 5.4% year-over-year increase in full-time, first-time freshmen
- Third consecutive year of overall enrollment growth
- ~8% year-over-year total enrollment increase (Fall 2025, projected)
- ~20% total enrollment growth over the past three years
Turning Traffic Into Leads
Beyond SEO and content, Vital also helped Marshall create new lead-capture opportunities.
One example is the Financial Aid 101 eBook, which launched in August 2024. This gated resource is your one-stop shop for everything financial aid and the perfect resource for both students and parents. Since its debut, the eBook has generated hundreds of new leads and has become a major asset for engaging early-stage prospects.
In partnership with Marshall, Vital helped fine-tune information request forms by removing unnecessary friction, such as zip code and state fields, making them faster and easier to complete and ultimately driving more submissions.
Today, Marshall’s online presence is stronger than ever; organic visibility continues to rise, and both leads and enrollment are reaching new highs. But those results are built on much more than marketing alone. Marshall has made intentional, student-centered decisions to expand access and affordability, becoming one of the most affordable universities in the region, including Ohio and Kentucky, and earning recognition as one of the top 100 most affordable universities in the country.
The value of a Marshall degree is clear as well, offering the highest return on investment among universities in West Virginia. Programs like Marshall For All further the university’s mission by creating pathways for West Virginia students to earn a degree without the burden of student loan debt.
Conclusion
Everything Marshall does is grounded in putting students first, from helping them earn a valuable college degree to supporting long-term career outcomes without insurmountable financial strain. We’re proud to support that mission and excited to see what’s next.
Our collaboration with Marshall University has truly been a partnership, and they’ve been great to work with. Their team brings a clear, consistent focus on students to everything they do, and that commitment has been a major driver behind their recent growth.
If all of this sounds like the kind of results you’re looking for, let’s talk. As a higher ed digital marketing agency, we’re always looking for new partners ready to grow their online presence.
Get Ready to Write Your Own Success Story
Just like how our approach worked for Marshall, it will work for your own institution.
Start the conversation about how Vital can help your higher education institution maximize the ROI of your marketing spend.