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.
Increased number of organic conversions
Increased organic conversion rate
Increased Google Ads student inquiries
Decreased Google Ads cost per inquiry
Increased Facebook student inquiries
Decreased Facebook cost per inquiry
Increased Bing Ads student inquiries
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.
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.
Marketing Director, Oregon Culinary Institute