Occidental College Content Optimization Case Study

This case study outlines the strategies employed by Occidental College to enhance its content appeal to students and alumni. The document details the challenges faced by the college in making meaningful connections with its audience, necessitating a shift in content strategy. Pluralytics’ AI software was utilized to analyze existing content assets, focusing on values appeal, tone of voice, and language complexity. The analysis informed the establishment of priority tones of voice, which were defined as assured, supportive, and unpretentious. Benchmarks were developed for content assets, leading to the testing of nearly three dozen key website and email materials. Results indicated that 21 of these assets initially fell short of the established benchmarks. Subsequent optimizations included adjustments to both headlines and body copy, resulting in a significant increase in values alignment and a reduction in content complexity. The optimized content better reflected the college's brand voice and improved connections with target audiences.