American Public University System (APUS) is one of several universities that offers online degrees to busy adults. With a growing number of direct competitors, APUS looked to an earned media strategy to gain visibility for its expert faculty and brand among potential students.
Creating Visibility in a Crowded Marketplace
The APUS earned media strategy sought to place articles by and about university experts in consumer and trade media. The goal was to create a body of content that would be found by professionals considering an advanced education degree.
Highlighting Subject Matter Experts
I worked with university leaders to identify subject matter experts that represented a range of quality degree programs. Each expert was engaged to write one or more articles related to their area of expertise.
Articles were edited with a focus on keywords and search engine optimization. More than 60 media outlets were identified based on their audience, reach, and authority around one or more subject areas. More than 30 articles were written and published each month.