Digital marketing that builds success
Professional and Continuing Education
WENTWORTH INSTITUTE OF TECHNOLOGY IS A FIXTURE IN DOWNTOWN BOSTON, with a long tradition of excellence in practical hands-on education for careers that require advanced skills. For decades, Wentworth graduates have risen to leadership positions in the largest and most respected companies building the iconic city skylines around Boston and beyond.
CAREERS IN CONSTRUCTION AND BUILDING TRADES are famously subject to swings in the larger economy. Jobs and work hours are plentiful in boom times, increasing the challenge of finding time for ambitious workers to earn degrees. Wentworth's innovative part-time degrees allow leaders to advance their careers with Bachelor and Master Degrees, Certificates and Workforce Training in:
1. Construction Management
2. Project Management
3. Facility Management
4. A range of critical skills from CAD design to Welding
1. Construction Management
2. Project Management
3. Facility Management
4. A range of critical skills from CAD design to Welding
New mobile-friendly campaign landing pages
LUNGFISH REPLACED A TRADITIONAL "OPM" AGENCY AND PROPOSED A RADICALLY DIFFERENT APPROACH to reinvigorate Wentworth's marketing and recruitment efforts:
1. STRATEGY/DISCOVERY: Comprehensive review of business goals and marketing dimensions with all campus stakeholders, identifying key differentiation, and communications priorities.
2. DIGITAL ADVERTISING: Combination of paid search, display, and video blanketing the region to build broad awareness of the benefits, and introducing a key CTA for cost savings, driving to landing pages hosted within the main campus ecosystem.
1. STRATEGY/DISCOVERY: Comprehensive review of business goals and marketing dimensions with all campus stakeholders, identifying key differentiation, and communications priorities.
2. DIGITAL ADVERTISING: Combination of paid search, display, and video blanketing the region to build broad awareness of the benefits, and introducing a key CTA for cost savings, driving to landing pages hosted within the main campus ecosystem.
Digital Display Advertising
Digital display advertising (remarketing)
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Keyword/Text Advertising
Video Pre-Roll Advertising
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Results: Building a reputation for excellence
After years of sagging response and ineffective investments, campaigns generated significant interest and response:
- Video View Rate: 40.5% watched the entire video
- Search CTR: 8.9% in key Boston metro area
- Search Conversion Rate: 3.27% submitted lead forms
- Form Fills: "What a weekend! 20 new leads...we continue to get more daily!"
"You guys rock! You're making me look like a star."
-- Kelly Lin, Marketing Director
"Congratulations on an extremely successful event! That is a remarkable outcome, and as Kelly shared, we are making a difference in people's lives."
-- Pat Hafford, Dean, College of Arts and Science
Digital Advertising | Case Study | Wentworth Institute of Technology
