College Raptor + Citizens
Helping Millions Navigate the College Journey
Client
College Raptor + Citizens
How strategic branding, content, and digital growth helped transform a startup into a national college-planning platform—and positioned it for acquisition by Citizens.
The Challenge
Founded by Bill Staib, in Iowa City, Iowa, College Raptor set out to change how students and families navigate one of life’s biggest decisions: choosing and paying for college.
Their innovative platform helped students identify colleges based on academic fit, campus culture, location, and affordability through free, data-driven tools designed to make the process more accessible.
The foundation was strong. The platform offered best-in-class planning tools and a growing SEO presence. But as the company prepared for its next stage of growth, several opportunities emerged:
- Modernize the brand to better reflect the sophistication of the platform
- Expand national visibility and organic search performance
- Build stronger relationships through social media, email, and content marketing
- Create a scalable marketing engine capable of supporting rapid growth
- Position the company for acquisition and long-term expansion
- Ensure continued growth and relevance as part of a larger financial services ecosystem
College Raptor needed more than a rebrand. It needed a strategic partner capable of supporting its evolution from startup to national platform.
The Partnership
What began as a branding engagement grew into a long-term strategic relationship spanning brand development, content marketing, user experience, digital strategy, and business growth.
With several LRobInspires team members navigating the college search process alongside their own families, the work carried both professional expertise and personal passion. We understood firsthand the challenges families face and the importance of making reliable guidance accessible.
Over the years, LRobInspires became an integrated extension of the College Raptor team, helping to shape both the brand’s growth and its future.
From Startup to National Reach
Our work included:
Building a Stronger Brand Foundation
- Led brand strategy workshops
- Designed a new logo and visual identity
- Developed comprehensive brand guidelines and voice standards
- Improved website user experience and navigation
Creating a Scalable Growth Engine
- Developed and managed a robust SEO-driven content strategy
- Produced ongoing articles and educational resources
- Executed social media campaigns and audience engagement initiatives
- Managed email marketing and newsletter programs that nurtured families throughout the college planning journey
Supporting Strategic Growth
- Helped strengthen market positioning during a period of rapid expansion
- Supported College Raptor’s acquisition by Citizens
- Guided brand integration efforts following the acquisition
- Continued marketing strategy and execution to ensure sustained growth
Expanding Impact Through Citizens
- Contributed to the creation of Citizens’ 16-page Student Hub, providing strategy, content development, copyediting, web design, and execution
- Helped develop the Citizens College Planner within the Citizens mobile app, creating value for students and families while introducing future customers to Citizens’ broader financial services ecosystem
- Continued management of College Raptor content to preserve and grow organic search performance
Results & Performance
The partnership continues to generate meaningful results for both College Raptor and Citizens.
Nearly 5 Million Annual Sessions
CollegeRaptor.com attracts nearly 5 million annual sessions through strategic, SEO-focused content designed to answer the questions students and families are asking most.
More Than Half a Million Annual Student Hub Visitors
The Citizens Student Hub is trending toward 570,000 annual unique visitors, with approximately 75% arriving through organic search.
Long-Term Audience Engagement
Monthly newsletters and targeted communications help families navigate the entire college journey—from early exploration through enrollment and financing decisions.
Sustained Growth Through Acquisition
By supporting both College Raptor’s growth and its integration into Citizens, LRobInspires helped ensure that valuable resources continue reaching families nationwide while supporting Citizens’ long-term customer engagement strategy.
By the Numbers
An Integrated Strategy That Evolves With the Business
Our work with College Raptor and Citizens demonstrates that meaningful growth doesn’t come from a single campaign or a one-time rebrand. It comes from aligning strategy, content, user experience, and marketing execution around a clear vision—and evolving that vision as the business grows.
More than a decade into the partnership, we continue to collaborate on new opportunities to educate, engage, and empower students and families across the country.
“You put colleagues and customers first by listening carefully to real users and adapting thoughtfully based on their needs. You did the right thing even when it meant revisiting decisions, reworking designs, or taking on additional complexity to deliver a better outcome. And you worked together as one team across Citizens and College Raptor to deliver something greater than any one group could have created alone.
The focus group reinforced that we are building something meaningful. We are creating an experience that will genuinely help families navigate one of the most important decisions they will ever make, and one that differentiates Citizens in a truly human way.”
— Bill Staib, Citizens (Credo Award Nomination)