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Enrollment Marketing Program for Bentley University’s New Online Bachelor’s Degree Completion Program

The Opportunity

Bentley engaged Belfort Group to build awareness for the new online, part-time, Bachelor’s Completion Program in Business Administration. Together we identified several audiences who would be a strong fit for the program, including returning military personnel, working parents and those who had only completed an Associate’s degree.

The Strategy

BG focused on creating targeted program assets for an integrated digital marketing campaign, building out Bentley’s Hubspot platform for posting nurturing content, developing a media strategy and jumpstarting a targeted multichannel lead generation campaign.

The Result

Belfort Group’ integrated marketing and lead generation campaign drove more than 600 prospective students to Bentley over the course of 9 months. BG reached the target benchmark of 10 students enrolled for January and 20 for the August 2016 cohort, with additional students opting to enroll in 2017 classes.