01
Map the real funnel first
Before any campaign work, the audit maps the actual intake calendar, the CSP-versus-full-fee mix, the domestic and international cohort timelines, and where current reporting is quietly lying. A "lead" that was never going to enrol is not a win, no matter what the dashboard says. This is usually where the first real savings show up — the national Christian university college engagement started here, and a large share of the 66 per cent cost-per-click drop came from cutting spend that was buying the wrong clicks in the first place.
Output · funnel map · intake calendar · reporting audit
02
SEO planned against the semester calendar
Ranking for "early childhood education degree Perth" is worthless if the page peaks the month after applications close. Technical SEO and content are planned backwards from actual intake dates, application deadlines, and open day schedules — not a generic monthly content calendar with no relationship to when prospects are actually deciding.
Output · intake-anchored content calendar · technical SEO baseline · rankings dashboard
03
AEO — being the answer, not just the search result
A growing share of prospective students and parents ask an AI assistant something like "which universities in Queensland offer flexible online theology degrees" instead of typing it into Google. Answer-engine optimisation structures the site's content, course pages and public information — including direct Q&A content and structured data — so when that question gets asked, this institution is the one the answer draws from. Genuinely new territory for most education marketing teams, and it compounds: the institutions that get their content structured for this now have a real head start.
Output · AEO content architecture · JSON-LD schema deployment · answer-engine visibility report
04
Content that compliance approves the first time
Written to be persuasive to a family weighing a five-figure, multi-year decision, and precise enough that an academic board or compliance officer does not send it back over an outcomes claim that is technically true but easy to misread. Getting this balance right the first time is the single biggest speed gain most institutions get from working with someone who already knows the sector's review process.
Written for · CRICOS · TEQSA · ESOS · state-based independent school regulators
05
Paid media measured on enrolments, not clicks
Campaign structure separates domestic from international, CSP-eligible from full-fee, and school-leaver from mature-age audiences — because collapsing them into one campaign is exactly what causes budget to leak toward people who were never going to convert. Reporting tracks cost-per-enrolment, not cost-per-click, because that is the number the board actually cares about.
Platforms · Google Ads · Meta · TikTok · YouTube · LinkedIn · agent-network channels
06
Social built for the audiences you actually have
A prospective student, their parent, and — for faith-based institutions — the wider church community are three different audiences needing three different versions of the same story, on the platforms each one is actually using. That is a different brief to "post three times a week".
Cadence set by the enrolment brief · not by internal preference