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PAX - Program of Academic Excellence

PAX – Program of Academic Exchange was founded nearly 30 years ago to create opportunities for people to explore the world. PAX serves 1,000 teens from 70 countries every year. Those students spend a year at an American high school, living with an American family, and becoming citizens of the world. Selected more than 20 years ago by the U.S. State Department to participate in the Future Leaders Exchange Program for twenty years, PAX is also one of the few organizations participating in the Kennedy-Lugar Youth Exchange and Study program to work with scholarship students from countries with significant Muslim populations.

PAX partnered with us in 2014 to help launch their new website and work with their marketing team on advertising, social media, and search engine optimization (SEO).


Help the marketing team reach host family and local coordinator candidates throughout the U.S.


A Google AdWords advertising grant fuels year-round promotion and is buttressed by Facebook advertising. We’ve also launched substantial social media outreach.


Conversion rates more than doubled and conversions occur all year rather than only at peak times. Facebook, Instagram, and LinkedIn all have strong communities.

Index: Conv Rate Nearly Triples

Advertising Click Rate

Indexed: LinkedIn Engagement

Facebook reach generated


What We Did For PAX

  • Keyword research and copy for two new websites
  • Press releases, internal newsletters, and social media outreach
  • Social media management on Facebook, LinkedIn, and Instagram
  • Google Grants and Facebook advertising management

Keyword Research

Keyword and competitor research on main website and microsite after acquisition.


Employee and host family advertising on Facebook and Google.

Social Media Management

Read correspondence and develop social media posts for multiple platforms.

Search Engine Optimization

Work with team to ensure each new piece of content published first adheres to SEO best practices.