growth playbook · Nov 4, 2026

U.S. News & World Report growth playbook

U.S. News has the most trusted rankings brand in several categories, one of the world's biggest websites, and a growing family of student services.

Its hiring points to two engines: a performance team building an A/B testing program on lead quality and offline conversions, and a new Education marketing structure with MQLs, Zoho routing, attribution and rankings-launch awareness.

The biggest near-term gap is that AI answer engines cannot read the rankings, so assistants answer "best college" questions without U.S. News. This playbook opens ranking pages to search crawlers while keeping training out, starts testing where spend is, defines the MQL, turns launches into demand, then connects rankings readers to CollegeAdvisor and Sups and builds licensing and a shared student account.

Growth Score

Biggest Opportunity

Be the source AI assistants cite for rankings, and turn each rankings launch into pipeline for Education solutions and CollegeAdvisor.

Biggest Risk

Answer engines and rivals such as Niche, Healthgrades and NerdWallet capture decision-time research, while heavy ad loads and slow pages wear down the audience that advertisers and partners pay for.

Start here

The three moves to make first. Each one is written up in full below.

Let AI answer engines cite the rankings: allow search bots on ranking pages, keep training bots out
Ask ChatGPT, Perplexity and Claude ten ranking questions and note which sources they cite.
High impact First result in 1 month
Start the A/B testing program on the landing pages that carry the most paid spend
Export last month's paid spend and leads by landing page.
High impact First result in 1 month
Define the MQL and route it in Zoho within two weeks
Interview three sellers about their last five wins.
High impact First result in 1 month

Your idea portfolio

22 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

6 ideas are marked Unexpected: plays you are unlikely to have tried.

This week 6

Quick wins with a clear first action.

The new Education marketing director is asked to "maximize awareness of our marquee rankings launches", and the paid team is building high-intent acquisition. But usnews.com's robots.txt blocks the search and answer crawlers of ChatGPT (OAI-SearchBot, ChatGPT-User) and Perplexity from everything except five sponsored insurance articles, while Claude's search crawler is not listed at all. When a student asks an assistant for "best colleges for nursing", it cannot read or link the U.S. News list, so the answer and the click go to others.
High impactLow effort First result in 1 month Director Marketing
First action
Ask ChatGPT, Perplexity and Claude ten ranking questions and note which sources they cite.
How to measure it
AI assistant referral sessions to ranking pages
Now
–
Target
+100,000 a month
By
90 days
Steps
Baseline
Ten ranking questions in four assistants; note sources cited.
SEO and audience development lead 2 days
Agree the policy
Search and user fetchers yes on ranking pages; training no.
General Counsel 1 week
Rewrite robots.txt
One explicit group per crawler, scoped paths.
SEO and audience development lead 1 day
Mark up the lists
Clear rank, school and year on each page.
SEO and audience development lead 1 week
Tag referrals
Separate AI assistant sessions in analytics.
Data Science lead 2 days
Time it to a launch
Brief PR and social on cited lists.
Director Marketing, Education 2 weeks
Measure
Referrals, branded search, citations before and after.
SEO and audience development lead 4 weeks
First result
1 month
Cost
Staff time only
Owner
Director Marketing, Education
Smallest test
Open one ranking list to the search crawlers for four weeks and compare referrals.
Why it works
Ready to use
ChecklistAI crawler policy by purpose
Risks and how to handle them
Evidence
The analyst is hired to build an A/B testing program from ad copy to landing-page CRO and to track lead quality. The fastest wins come from testing where spend and leads already concentrate, not from spreading tests across verticals.
High impactLow effort First result in 1 month Performance Marketing Analyst
First action
Export last month's paid spend and leads by landing page.
How to measure it
Cost per qualified lead
Now
–
Target
-15%
By
90 days
Steps
Rank pages
Spend and leads by page.
Performance Marketing Analyst 1 day
Write hypotheses
Two per page.
Performance Marketing Analyst 2 days
Set quality metric
Partner-accepted leads.
Data Science lead 3 days
Run tests
One variable at a time.
Performance Marketing Analyst 2 weeks each
Read results
With minimum sample sizes.
Data Science lead per test
Keep a log
Shared learnings across verticals.
SEM & Paid Marketing Manager ongoing
First result
1 month
Cost
Testing tool licence
Owner
Performance Marketing Analyst
Smallest test
Run one headline test on the top page.
Why it works
Risks and how to handle them
Evidence
The director must define a Marketing Qualified Lead, build a lead scoring matrix and automate routing in Zoho. Until that exists, every campaign result is a debate.
High impactLow effort First result in 1 month Director Marketing
First action
Interview three sellers about their last five wins.
How to measure it
MQL-to-opportunity conversion
Now
–
Target
30%
By
90 days
Steps
Interview sellers
What a good lead looked like.
Director Marketing, Education 3 days
Draft the MQL
Fit plus intent.
Director Marketing, Education 2 days
Score
Simple points matrix.
Director Marketing, Education 2 days
Automate
Alerts and routing in Zoho.
Marketing operations 1 week
Train sellers
One session.
Director Marketing, Education 1 day
Review
After 60 days of outcomes.
Director Marketing, Education 60 days
First result
1 month
Cost
Staff time only
Owner
Director Marketing, Education
Smallest test
Route webinar sign-ups from university staff as the first MQL.
Why it works
Risks and how to handle them
Evidence
Rankings launches are U.S. News' marquee moments and the director is asked to maximize them. Each launch is also the one day every ranked school's marketing team pays attention to U.S. News.
High impactMedium effort First result in 1 quarter Director Marketing
First action
Build the kit for the next launch on the calendar.
How to measure it
Launch-sourced opportunities
Now
–
Target
50 per launch
By
2 quarters
Steps
List contacts
Marketing and enrollment leads at ranked schools.
Director Marketing, Education 1 week
Write the kit
Methodology, timing, social copy.
PR lead 1 week
Separate editorial
Keep rankings teams out of sales follow-up.
Chief Data Strategist 1 day
Send
Before launch.
Director Marketing, Education per launch
Webinar
What changed and why.
Director Marketing, Education per launch
Follow up
Sales sequence for MQLs.
Director Marketing, Education per launch
Measure
Pipeline per launch.
Director Marketing, Education per launch
First result
1 quarter
Cost
Staff time only
Owner
Director Marketing, Education
Smallest test
Pilot with one ranking list.
Why it works
Risks and how to handle them
Evidence
Real phone visitors see the homepage quickly (2.0s) but taps respond slowly (INP 365 ms), and ads on the page weigh about 4.8 MB with 4.6 seconds of CPU. Paid traffic lands on these pages, so slow taps cost both clicks and conversions.
Medium impactMedium effort First result in 1 quarter Product lead
First action
Profile the homepage on a mid-range phone.
How to measure it
75th-percentile INP
Now
–
Target
under 200 ms
By
90 days
Steps
Profile
Longest tasks by script.
Product lead, usnews.com 2 days
Lazy-load ads
Below the fold.
Ad operations lead 1 week
Cap ad CPU
Heavy creatives blocked.
Ad operations lead 1 week
Defer scripts
Until interaction.
Product lead, usnews.com 1 week
A/B test
Revenue and engagement.
Data Science lead 1 month
Roll out
Site-wide templates.
Product lead, usnews.com 1 month
First result
1 quarter
Cost
Engineering time
Owner
Product lead, usnews.com
Smallest test
Lazy-load the bottom two ad slots for a week.
Why it works
Risks and how to handle them
Evidence
The analyst is asked to use search intent data to inform social targeting. The most searched rankings and schools are a free map of what each audience wants.
Medium impactLow effort First result in 1 month Performance Marketing Analyst
First action
Pull the top 50 search terms in Education and Health.
How to measure it
Paid social CTR
Now
–
Target
+20%
By
60 days
Steps
Pull terms
Top 50 by vertical.
Performance Marketing Analyst 1 day
Group
Into ten themes.
Performance Marketing Analyst 1 day
Build audiences
Per theme.
Performance Marketing Analyst 3 days
Write creative
One per theme.
Performance Marketing Analyst 3 days
Test
Against current ads.
Performance Marketing Analyst 2 weeks
Refresh
Monthly.
Performance Marketing Analyst monthly
First result
1 month
Cost
Existing ad budget
Owner
Performance Marketing Analyst
Smallest test
Run three themes for two weeks.
Why it works
Risks and how to handle them
Evidence

This quarter 10

The core plays for the next three months.

Thought leadership through webinars and newsletters is in the director's brief, and the role needs relationships with university executives. U.S. News has the data those leaders want: what students search for and compare.
High impactMedium effort First result in 1 quarter Director Marketing
First action
Pick the first three topics with the Education sales team.
How to measure it
MQLs from webinars
Now
–
Target
40 a month
By
2 quarters
Steps
Pick topics
Three months.
Director Marketing, Education 1 week
Book guests
University leaders.
Director Marketing, Education 2 weeks
Promote
Email, LinkedIn.
Marketing manager, Education 2 weeks
Run
Monthly.
Director Marketing, Education monthly
Nurture
Follow-up emails.
Marketing manager, Education monthly
Score
Attendees in Zoho.
Marketing operations monthly
First result
1 quarter
Cost
Webinar platform
Owner
Director Marketing, Education
Smallest test
Run one pilot webinar.
Why it works
Risks and how to handle them
Builds on
Evidence
CollegeAdvisor is "the only admissions service powered by U.S. News" and the director is asked to run campaigns across subsidiaries. A family reading a school's ranking is the warmest possible lead for admissions advising.
High impactMedium effort First result in 2 quarters GM
First action
Pick 50 college profiles with the most traffic.
How to measure it
Consultations booked from usnews.com
Now
–
Target
+30%
By
2 quarters
Steps
Pick pages
50 top profiles.
GM, U.S. News Education 1 week
Design module
Clear, labelled offer.
Product lead, usnews.com 2 weeks
Editorial check
Separate from rankings content.
Editorial director 1 week
Track
Own channel and source.
Data Science lead 1 week
Test
Placement and copy.
Performance Marketing Analyst 1 month
Scale
All profiles.
Product lead, usnews.com 1 quarter
First result
2 quarters
Cost
Engineering time
Owner
GM, U.S. News Education
Smallest test
Run the module on ten profiles.
Why it works
Risks and how to handle them
Evidence
Sups is an AI admissions guide with students in 180 countries, bought to make support affordable. A free tier of AI help is a low-cost lead magnet that can graduate families to paid CollegeAdvisor programs.
High impactMedium effort First result in 1 quarter CollegeAdvisor marketing lead
First action
Define the free Sups task and its limits.
How to measure it
Free Sups users converting to paid
Now
–
Target
5%
By
2 quarters
Steps
Define free task
One essay or list check.
CollegeAdvisor marketing lead 1 week
Build sign-up
Grade year and goals.
Product lead, usnews.com 2 weeks
Promote
usnews.com and paid.
Performance Marketing Analyst 2 weeks
Nurture
By grade year.
CollegeAdvisor marketing lead 1 month
Measure
Paid conversion.
Data Science lead monthly
Adjust
Limits and offers.
CollegeAdvisor marketing lead quarterly
First result
1 quarter
Cost
AI usage costs
Owner
CollegeAdvisor marketing lead
Smallest test
Offer free list checks to 1,000 families.
Why it works
Risks and how to handle them
Evidence
The Health sales team sells pharma and life sciences marketing tied to "key ranking cycles". Readers of specialty rankings (cancer, cardiology) are a defined, high-intent audience pharma wants to reach.
High impactMedium effort First result in 2 quarters Advertising Sales Manager
First action
Size the audience for the top five specialties.
How to measure it
Specialty packages sold
Now
–
Target
10
By
2 quarters
Steps
Size audiences
Top five specialties.
Data Science lead 2 weeks
Design packages
Ads, guide, reporting.
Advertising Sales Manager (Health) 2 weeks
Editorial rules
Clear labels and separation.
Editorial director 1 week
Pitch
Pharma brands and agencies.
Advertising Sales Manager (Health) 1 quarter
Deliver
Around the rankings release.
Ad operations lead per cycle
Report
Reach and engagement.
Data Science lead per campaign
First result
2 quarters
Cost
Sales time
Owner
Advertising Sales Manager (Health)
Smallest test
Sell one oncology package.
Why it works
Risks and how to handle them
Evidence
robots.txt lets AI and search crawlers read five sponsored Lemonade articles while editorial pages stay closed to them. U.S. News is effectively already offering advertisers a way into AI answers.
High impactMedium effort First result in 1 quarter Branded content lead
First action
Measure AI referrals to the five Lemonade articles.
How to measure it
Packages sold with AI visibility
Now
–
Target
8
By
2 quarters
Steps
Measure
AI referrals to existing articles.
Data Science lead 2 weeks
Price it
Add-on to branded content.
Branded content lead 2 weeks
Label
Sponsored markup.
SEO and audience development lead 1 week
Train sellers
Pitch and proof.
Branded content lead 1 week
Sell
Insurance, finance, health.
Account Executive 1 quarter
Report
Citations and referrals.
Data Science lead monthly
First result
1 quarter
Cost
Staff time only
Owner
Branded content lead
Smallest test
Report AI referrals to Lemonade as a case study.
Why it works
Risks and how to handle them
Evidence
The paid team bids on Target ROAS and tCPA using offline conversion data, and must have affiliate experience. Affiliate verticals (Money, Insurance, Cars) are paid by partners on lead quality, not volume.
High impactMedium effort First result in 1 quarter SEM & Paid Marketing Manager
First action
List which partners already share accepted-lead data.
How to measure it
Revenue per paid click
Now
–
Target
+20%
By
2 quarters
Steps
List partners
Data available.
SEM & Paid Marketing Manager 1 week
Agree feeds
Daily accepted leads.
Partnerships lead 1 month
Upload
Offline conversions.
Performance Marketing Analyst 2 weeks
Switch bidding
Value-based.
SEM & Paid Marketing Manager 2 weeks
Prune
Low-quality campaigns.
Performance Marketing Analyst weekly
Report
Margin by vertical.
Data Science lead monthly
First result
1 quarter
Cost
Staff time only
Owner
SEM & Paid Marketing Manager
Smallest test
Upload one partner's data for one campaign.
Why it works
Risks and how to handle them
Evidence
The director needs relationships with university executives and owns display ads for Education solutions. The buyer list is finite: a few thousand institutions.
Medium impactMedium effort First result in 1 quarter Director Marketing
First action
Build the target account list with sales.
How to measure it
Target accounts engaged
Now
–
Target
30%
By
2 quarters
Steps
Build list
With sales.
Director Marketing, Education 1 week
Upload
LinkedIn matched audiences.
Performance Marketing Analyst 1 day
Create ads
From webinar content.
Marketing manager, Education 2 weeks
Alert sellers
On engagement.
Marketing operations 1 week
Run
Ongoing.
Performance Marketing Analyst ongoing
Measure
Pipeline from accounts.
Director Marketing, Education monthly
First result
1 quarter
Cost
LinkedIn budget
Owner
Director Marketing, Education
Smallest test
Run one campaign to 200 accounts.
Why it works
Risks and how to handle them
Builds on
Evidence
The director must build an attribution model in Zoho and tie bookings to marketing. Without it, events, webinars and ads compete on opinion.
Medium impactMedium effort First result in 1 quarter Director Marketing
First action
Check which Zoho fields capture lead source today.
How to measure it
Bookings attributed
Now
–
Target
90%
By
2 quarters
Steps
Audit fields
Lead source in Zoho.
Marketing operations 1 week
Fix capture
Forms and imports.
Marketing operations 2 weeks
Build reports
First and last touch.
Data Science lead 2 weeks
Weekly review
With leadership.
Director Marketing, Education weekly
Add multi-touch
After a quarter.
Data Science lead 1 quarter
Shift budget
Toward proven channels.
Director Marketing, Education quarterly
First result
1 quarter
Cost
Staff time only
Owner
Director Marketing, Education
Smallest test
Add lead source to every form this week.
Why it works
Risks and how to handle them
Builds on
Evidence
Rankings are questioned every year, and assistants increasingly summarize them. A short, plain-English "how this list is made" summary at the top of each methodology, with the year and the factors, is what gets quoted.
Medium impactLow effort First result in 1 quarter PR lead
First action
Draft the summary for Best Colleges.
How to measure it
Methodology visits
Now
–
Target
+25%
By
2 quarters
Steps
Draft
Best Colleges first.
PR lead 1 week
Review
Data team.
Chief Data Strategist 1 week
Publish
Top of each methodology.
SEO and audience development lead 1 week
Link
From each list.
SEO and audience development lead 1 week
Repeat
Other lists.
PR lead 1 quarter
Monitor
Citations.
SEO and audience development lead monthly
First result
1 quarter
Cost
Staff time only
Owner
PR lead
Smallest test
Publish one summary.
Why it works
Risks and how to handle them
Evidence
Events and conferences are in the director's brief, with sales. Most event value is lost in the follow-up.
Medium impactMedium effort First result in 1 quarter Director Marketing
First action
List next year's conferences with sales.
How to measure it
Opportunities per event
Now
–
Target
15
By
2 quarters
Steps
Pick events
With sales.
Director Marketing, Education 1 week
Invite
Target accounts.
Marketing manager, Education per event
Host dinner
Executives.
Director Marketing, Education per event
Follow up
Three emails.
Marketing manager, Education per event
Score
In Zoho.
Marketing operations per event
Review
Cost per opportunity.
Director Marketing, Education quarterly
First result
1 quarter
Cost
Event budget
Owner
Director Marketing, Education
Smallest test
Run the sequence for the next event.
Why it works
Risks and how to handle them
Evidence

Big bets 3

Larger plays that can change the trajectory.

U.S. News blocks AI training crawlers. Its ranking data is valuable to assistants and education platforms precisely because it is not free to take.
High impactHigh effort First result in 4 quarters Chief Business Officer
First action
List five likely buyers and what data they would need.
How to measure it
Licensing deals signed
Now
–
Target
3
By
4 quarters
Steps
List buyers
AI and edtech.
Chief Business Officer 2 weeks
Define the feed
Fields and terms.
Chief Data Strategist 1 month
Legal terms
Attribution and limits.
General Counsel 1 month
Pitch
Five buyers.
Chief Business Officer 1 quarter
Deliver
API.
Product lead, usnews.com 1 quarter
Report
Usage and links.
Data Science lead monthly
First result
4 quarters
Cost
Engineering and legal
Owner
Chief Business Officer
Smallest test
Pitch one buyer.
Why it works
Risks and how to handle them
Evidence
U.S. News owns several student services: rankings, MyFit Custom Rankings, Scholarship Finder, CollegeAdvisor, Sups and TeenLife. Each captures families separately.
High impactHigh effort First result in 4 quarters GM
First action
Map how many users each service has and where they overlap.
How to measure it
Shared accounts
Now
–
Target
500,000
By
4 quarters
Steps
Map services
Users and data.
GM, U.S. News Education 1 month
Design account
List, scholarships, programs.
Product lead, usnews.com 1 quarter
Privacy review
Minors and consent.
General Counsel 1 month
Build
Single sign-in.
Product lead, usnews.com 2 quarters
Launch
On rankings pages.
Product lead, usnews.com 1 month
Measure
Cross-service conversion.
Data Science lead monthly
First result
4 quarters
Cost
Engineering time
Owner
GM, U.S. News Education
Smallest test
Link MyFit and CollegeAdvisor sign-ups first.
Why it works
Risks and how to handle them
Evidence
U.S. News reaches millions of people at decision moments. Aggregated behavior (which factors students filter on, how lists change through the year) is unique data for universities.
High impactHigh effort First result in 3 quarters Chief Data Strategist
First action
Pick ten questions universities ask most.
How to measure it
Downloads from .edu domains
Now
–
Target
5,000
By
1 year
Steps
Pick questions
Ten.
Director Marketing, Education 1 week
Analyze
Aggregated behavior.
Data Science lead 2 months
Privacy review
No individual data.
General Counsel 1 month
Write
Report and summary.
PR lead 1 month
Launch
Webinar and press.
Director Marketing, Education 1 month
Sell with it
Education team.
Director Marketing, Education ongoing
First result
3 quarters
Cost
Analyst time
Owner
Chief Data Strategist
Smallest test
Publish one chart from the data.
Why it works
Risks and how to handle them
Evidence

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

The U.S. News iOS app is rated 4.4 from just 7 ratings. An app nobody reviews is invisible, while a college-list app could keep students returning through the year.
Medium impactLow effort First result in 1 quarter Product lead
First action
Pull monthly active users of the app.
How to measure it
App MAU
Now
–
Target
decision made
By
1 quarter
Steps
Pull usage
MAU and retention.
Product lead, usnews.com 1 week
Survey
Students on needs.
Data Science lead 2 weeks
Decide
Relaunch or retire.
Product lead, usnews.com 1 month
Plan
Features or shutdown.
Product lead, usnews.com 1 month
Execute
Build or redirect.
Product lead, usnews.com 1 quarter
Measure
Usage.
Data Science lead monthly
First result
1 quarter
Cost
Product time
Owner
Product lead, usnews.com
Smallest test
Pull the usage numbers.
Why it works
Risks and how to handle them
Evidence
Families care about a handful of schools. An alert when those schools' rankings, deadlines or scholarships change brings them back without paid media.
Medium impactLow effort First result in 1 quarter CollegeAdvisor marketing lead
First action
Add a "follow this school" button to ten profiles.
How to measure it
Alert-driven sessions
Now
–
Target
200,000 a month
By
2 quarters
Steps
Build follow
On profiles.
Product lead, usnews.com 2 weeks
Set alerts
Launch and deadlines.
CollegeAdvisor marketing lead 2 weeks
Add offers
Advising in deadline emails.
CollegeAdvisor marketing lead 1 week
Test
Ten profiles.
Performance Marketing Analyst 1 month
Scale
All profiles.
Product lead, usnews.com 1 quarter
Measure
Return visits.
Data Science lead monthly
First result
1 quarter
Cost
Engineering time
Owner
CollegeAdvisor marketing lead
Smallest test
Pilot with ten schools.
Why it works
Risks and how to handle them
Builds on
Evidence
U.S. News runs Education, Health, Money, Insurance and Cars. A family choosing a college soon compares student loans; a patient reading hospital rankings may compare insurance.
Medium impactLow effort First result in 1 quarter SEM & Paid Marketing Manager
First action
Find the pages where Education readers later visit Money.
How to measure it
Revenue per Education visit
Now
–
Target
+10%
By
2 quarters
Steps
Map journeys
Cross-vertical paths.
Data Science lead 2 weeks
Design modules
Labelled next steps.
Product lead, usnews.com 2 weeks
Editorial check
Separation from rankings.
Editorial director 1 week
Test
Two journeys.
Performance Marketing Analyst 1 month
Scale
Winners.
Product lead, usnews.com 1 quarter
Measure
Affiliate revenue.
SEM & Paid Marketing Manager monthly
First result
1 quarter
Cost
Engineering time
Owner
SEM & Paid Marketing Manager
Smallest test
Test college-to-loans on 20 pages.
Why it works
Risks and how to handle them
Evidence

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Talk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event

Other companies we have researched, each read from what they are hiring for.

See every playbook and website review

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

Days 1 to 306 ideas
AI crawler policy, first A/B tests, the MQL in Zoho, the launch kit, lighter ads and search-led social audiences.
Days 31 to 6011 ideas
Webinars, the CollegeAdvisor handoff, free Sups, health sponsorships, AI visibility in branded content, offline conversions, ABM, attribution, methodology summaries and event sequences; decide on the app.
Days 61 to 905 ideas
Commit to data licensing, a shared student account and the annual research report; school alerts and cross-vertical journeys.

U.S. News & World Report growth playbook

Diagnosis

Let AI answer engines cite the rankings: allow search bots on ranking pages, keep training bots out

Start the A/B testing program on the landing pages that carry the most paid spend

Define the MQL and route it in Zoho within two weeks

This week 6

How to run it: Let AI answer engines cite the rankings: allow search bots on ranking pages, keep training bots out

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Start the A/B testing program on the landing pages that carry the most paid spend

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Define the MQL and route it in Zoho within two weeks

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: A rankings-launch kit for every ranked school, with a follow-up path to Education solutions

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Cut the ad load that makes the homepage slow to respond on phones

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Build social audiences from what people search for on rankings

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

This quarter 10

How to run it: A monthly webinar series for university enrollment and marketing leaders

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Builds on

Builds on

Evidence

Evidence

How to run it: Hand rankings readers to CollegeAdvisor at the right moment

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Use Sups as a free first step for families who will not pay for an advisor yet

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them