The Opportunity
Bentley wanted to increase awareness for its new online, part-time Bachelor’s Completion Program in Business Administration. The university turned to The Belfort Group for support. They had the goal of engaging specific demographics that would find the program particularly appealing. Among these were returning military personnel, working parents, and individuals holding only an Associate’s degree. Bentley aimed to broaden their program’s reach and connect with those seeking a flexible and reputable educational option.
The Strategy
Collaboration between Bentley and Belfort Group laid the foundation for a robust strategy. BG created tailored program assets designed for an integrated digital marketing campaign. Hubspot was built-out and optimized to disseminate nurturing content strategically. To broaden the impact, a comprehensive media strategy was developed. This encompassed a targeted multichannel lead generation effort, featuring animated banner ad creative, eye-catching infographics shared through organic social media and email, and a paid social media campaign with custom graphics. Belfort Group refined the strategy to resonate with the target audiences and deliver the right message through the most effective channels.
The Result
Over the span of nine months, this integrated marketing and lead generation campaign successfully channeled the attention of more than 600 prospective students to Bentley. Meeting and surpassing set benchmarks, Belfort Group achieved the enrollment target of 10 students for the January cohort and an even more substantial 20 for the August 2016 cohort. The lasting impact of the campaign led to additional students opting to enroll in 2017 classes. These results show the success of a well-planned strategy. They also highlight how targeted marketing can drive real outcomes for Bentley’s Bachelor’s Completion Program in Business Administration.