Power of centralized marketing

Dorsey College leverages the benefits of centralizing all their online marketing and operations with PX. Through the PX team, Dorsey launches and manages their campaigns on paid social, paid search, third party leads, marketing automation, SEO, and much more.

By helping Dorsey centralize their online marketing, PX was able to give Dorsey a consolidated view of performance across all their channels, allowing for more strategic, data-driven decision-making across levels of their business. This allows for better allocation and diversification of their marketing dollars and drives demand towards required programs and campus locations. Streamlining the bulk of the admin work involved in marketing- integrations, compliance, invoicing, is another pro of centralizing.

Continuous testing and optimizing

The PX team is constantly testing. This includes testing across ad copy, landing page formats, creatives, placements, content formats, channels, launching BETA within Google’s new products, to keep Dorsey’s campaigns up-to-date and effective.

One successful experiment was to launch seasonal ad copy which proved to have a positive impact on CPL and conversions, and hence was scaled across campaigns. Additionally, “localizing” ad copy and images to resonate with local demographics enhanced engagement, addressing the challenge of engaging with a diverse pool of students.

While the world of online marketing is constantly changing, PX helps Dorsey stay ahead of trends. We’ve done this in many ways, but one of the most impactful was the move towards fully utilizing Google automation and machine learning to further optimize paid search campaigns. This led to decreases in overall CPL, CPE, and CPS. CPL decreased by 18% on Google YoY in Fall 2024.

Compliance Standards

PX has developed a comprehensive compliance review process to ensure Dorsey remains compliant with TCPA and the respective accreditation requirements at both the campus and program levels. This process includes rigorous compliance checks for all third-party lead vendors, also when new call centers, sources, or campaigns are added. Regular audits of landing pages, detailed monitoring of call recordings, and maintaining an up-to-date blacklist of non-compliant partners are all integral to this robust compliance strategy.