The Opportunity
The McCormack Graduate School’s Department of Gerontology at UMass Boston retained Belfort Group (BG) to generate leads and raise awareness for the 100% online MS in Aging Services and Graduate Certificate in Gerontology programs. BG’s primary objectives were to educate prospective students about the field of Gerontology, articulate the quality of the graduate programs being offered, and drive lead generation through digital marketing efforts and enhancements to the Department of Gerontology site.
The Strategy
BG learned that many students in the program were career-changers caring for an aging family member. In the process, these students discovered a new calling. Leveraging these insights, BG devised and executed an integrated marketing campaign tailored to resonate with this demographic. This initiative included branded landing pages, an informative packet, brochures, and strategic digital advertisements. Each asset showcased the unique benefits of UMass Boston’s Gerontology programs. Key campaign tactics focused on lead generation. BG developed detailed personas to inform campaign targeting. They also identified key gerontology statistics to create a message guide and produced advertising concepts, including video for social media and programmatic ads.
The Result
BG generated 74 leads in total: 32 for the MS in Management of Aging Services and 42 for the Graduate Certificate in Gerontology. The campaign achieved a cost per lead more than 50% below the graduate program benchmark. It also increased traffic to the department website and interest in Gerontology programs.
