DePaul University’s online Master of Science in Accountancy (MSA) program was built for career-changers: professionals who wanted a credible path into accounting, even without an accounting background.

The program offered what those students needed: CPA preparation, internships, networking opportunities, and specialized coursework. But many of the prospective students who could benefit most didn’t know it existed. They were searching for ways to switch careers and build a future in accounting, but too often, they were finding competitors first.

DePaul’s strongest prospects were not casually browsing. They were asking high-intent questions about how to switch into accounting, sit for the CPA, and choose the right program. Everspring’s strategy was built to intercept them at that critical decision point and connect their questions to DePaul’s answers.

The strategy helped the MSA show up for the career-changers most likely to act. More prospective students found the program, more raised their hands, and more became students.

1. We mapped the actual journey of career-changers. Not some theoretical student journey—the actual, messy, question-filled path of professionals trying to figure out if accounting was their next move.
2. We built content that answered real questions, not brochure copy. Instead of talking about program excellence, we explained exactly how someone with a psychology degree could become a CPA, complete with timelines and requirements.
3. We structured content to perform well in both traditional search and AI. By structuring content for AI readability, we positioned DePaul to appear not just in search results but in AI overviews where 59% of their target terms now appear.
4. We made the university part of the content process. DePaul reviewed, refined, and authenticated every piece of content, ensuring it truly represented their program's unique advantages.
5. We built measurement around visibility where it mattered.We tracked how often DePaul appeared for high-intent questions from career-changers—the questions that led directly to applications.

People trust answers more than ads. By becoming the clearest, most credible answer to the questions career-changers are asking, DePaul built a visibility engine that doesn't disappear when the ad budget runs out. And that visibility translated into enrollment growth.