Work / Education Case Studies

A Story of Transformation, In the Heart of Boston.

Boston is truly a college town – nearly 60 institutions of higher education call it home. Nestled right in the heart of the city in the Fenway neighborhood is Emmanuel College.

Faced with an uncertain future only 12 years ago, Emmanuel has undergone a vibrant transformation: outside funding, the construction of the nation’s only on-campus pharmaceutical research and development lab, construction of a $50M science center, and the introduction of coeducational enrollment.

The school is in the midst of a transformative revival. But, there was work left to be done.

Emmanuel asked Primacy for help realizing key objectives on the web: attracting highly credentialed students and telling the Emmanuel story in an engaging and intuitive way.

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Increase in mobile traffic.


Increase in tablet traffic.

A Holistic Solution

User Experience

We started with an overhaul of the information architecture (IA) that streamlined organization of content. We created thematic topic sections that enable storytelling, unencumbered by the college’s organizational silos.

We developed detailed personas to represent Emmanuel’s target audience archetypes to guide our work and ensure the user experience (UX) is aligned with key audience requirements and motivators... which were featured in a significant Forrester report.

Visual Design

We introduced a new creative concept and visual design system that tested through-the-roof with high school students. We created an approach to robust content presentation that’s managed by a small marketing team. And the new site has an “adaptive” mobile version, making all content fully accessible and editable within a single content management system (CMS) platform.

We also produced, shot and edited a video showcase that appears right on the homepage.

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Increase in page views.


Increase in length of visit time.

Emmanuel & Boston


Increase in new visits.


Decrease in bounce rate.

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Awards & Recognition

Happy clients are the biggest reward, but it's nice to have a shiny trophy or two to celebrate a job well done. Emmanuel College and Primacy were honored with awards from the following associations:

MITX What's Next Awards
CADC Awards
CT Ad Club Awards
Matt Cyr

Matt Cyr
VP, Strategic Practices
Higher Education Lead

Matt Cyr is the VP of Strategic Practices and Practice Lead for higher education. Prior to joining Primacy he was the Director of Digital Marketing at Clark University - where he led a comprehensive digital strategy implementation, including launch of a new website - and Director of Digital Strategy at Northeastern University’s College of Professional Studies.

Talk to Matt
Matt Cyr