Oregon Culinary Institute

Oregon Culinary Institute is Portland’s only locally owned and operated culinary school, offering creative curriculums for degrees and diplomas in culinary arts and pastry and baking. Their students graduate with the necessary skills for a career they love.

Oregon Culinary Institute

Oregon Culinary Institute is Portland’s only locally owned and operated culinary school, offering creative curriculums for degrees and diplomas in culinary arts and pastry and baking. Their students graduate with the necessary skills for a career they love.

SEO
PPC
37%

Increased number of organic conversions

48%

Increased organic conversion rate

36%

Increased Google Ads student inquiries

29%

Decreased Google Ads cost per inquiry

88%

Increased Facebook student inquiries

45.5%

Decreased Facebook cost per inquiry

25%

Increased Bing Ads student inquiries

9.8%

Improved Bing conversion rate while maintaining cost per inquiry

What We Did

OCI and Intuitive teamed up in 2015 (back when we were still called In2itive Search) because OCI wanted a stronger overall presence in online search results. Although OCI’s paid search accounts were healthy at the time, OCI needed fresh eyes and active management to improve performance. They were also no longer showing up organically in Google the way they used to, or for the evolving way prospective students were searching.

Our initial SEO audit guided our overall plan of attack: building and deploying a keyword strategy, creating a content plan to update current copy and develop new copy (including strategic blogging), and strengthen the converting power of the site through conversion rate optimizations. We’ve done multiple rounds of auditing and research to update our strategy over the years, and made awesome progress on OCI’s goals each step of the way.

On the Paid Advertising side, we designed and built program and campaign-specific PPC landing pages on Unbounce for Facebook and Google Ads, performed and analyzed monthly A/B tests on landing pages, consistently updated and A/B tested ad creative, and updated remarketing lists on a monthly basis based on lead analysis.

Outcome

Over the years our SEO work focused on keyword performance and refreshed content to maximize ranking potential resulting in a 104% increase in organic ranking keywords. We implemented keyword targets aimed at matching user intent, leading to an improvement in the quality of traffic meaning more relevant users completing goals at a higher rate. In addition strategy blogging brought in 22% more users to the site.

Our PPC team has helped OCI attract significantly more students at a lower cost across Google, Bing and Facebook while increasing the number of student inquiries from paid campaigns. All this means that OCI gets to focus their time on doing what they do best: cultivating the best education possible for our brightest culinary minds. And we ALL love great food.

You’ll be held to as high of a standard as them, but your company will flourish because of it.

Lucas Lennick

Marketing Director, Oregon Culinary Institute

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