Digital Motion's architecture for Sweet Briar involves the use of a sophisticated form of Google optimization, showcasing the college to potential students and drawing them to specific areas of the Lynchburg, Va., college's web site

Sweet Briar's appeal is its high academic standing and outstanding sports and equestrian programs.

Digital Motion, making use of the Google search engine and Google Analytics, targets young women who fit the school's student profile in regions of the country where the school previously has drawn applicants. Potential students in the targeted marketing areas will see a link sponsored by Sweet Briar when they search responsive key words, which were researched by Digital Motion through student profiling and life-style analytics.

"It's bringing many additional people to our web site (www.sbc.edu) that probably would not have come," said Linda Shanks, vice president communications and strategic initiatives at Sweet Briar, noting the difficulty in attracting young women to an all-women's college.

"It's increasing the pool of people who would be interested in Sweet Briar. We've been really pleased," Shanks said of Digital Motion's efforts.

Most Google optimization methods give a marketer a total number of responses to its sponsored link. "Clicks alone may not mean anything," said Andrew Aiello, Digital Motion's president. "We have created campaigns in specific geographic areas of the country. The universe of students has to be targeted," he added, noting that the college has worked diligently to develop a profile of high school students who might find Sweet Briar appealing and Digital Motion's effort has been tailored to that profile.

"We are uncovering pockets of the country where there are college-age women who fit the Sweet Briar profile," said Burke, director of brand development for Digital Motion, "In effect, we are indexing markets of opportunity for Sweet Briar, which has yielded significant increases in qualified applications."

Digital Motion's technology allows the college to determine where prospective students going to Sweet Briar's web site are located. The college now is able to determine which of the pages on its web site hold the most appeal to prospective students. "This enables us to keep our site top notch," Shanks said. "The conversion of clicks to requests for information and Interviews has increased geometrically."

Based in Bohemia, NY, Digital Motion Marketing Solutions specializes in creative advertising, marketing and e-business solutions for large and small businesses. The company fields a sophisticated team of account management, graphic artists, technology specialists, media analysts and in-depth marketing resources -- all committed to building clients' businesses creatively and measurably.