Benjamin Franklin Institute of Technology Customer Journey Campaign

Project Overview

As the oldest trade school located favorably in Boston, BFIT traditionally held in-person recruitment events where enrolling students were walked through the application process and potential future career paths.

With the pandemic, BFIT was not only forced to develop an online hybrid school model, but was forced to rethink recruitment as well. Overdrive helped BFIT launch a successful digital program with the intent of supplementing their in-person events.

Services Provided

Customer Journey Mapping
Media Planning and Management
Paid Search Marketing (SEM)
Landing Page Development
Nurture Email Development
Banner and Display Ad
Social Ad Creative
Campaign Tracking and Analytics

Campaign Highlights

Customer Journey

Overdrive planned and wireframed BFIT’s end-to-end customer journey from the first ad impression to the last email, and built all its required components in one shot.

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Customer Journey

Overdrive planned and wireframed BFIT’s end-to-end customer journey from the first ad impression to the last email, and built all its required components in one shot.

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End-to-End Media Management

Overdrive planned and managed direct response media across multiple channels, including search, social, OTT, sports sponsorships, display, and more.

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Creative Collage/Persona Creation

Targeting was focused on personas built around BFIT’s various audience segments, including their primary market of 16-25 year olds, career changers, and veterans looking to acquire a technical skill.

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Banners

Overdrive developed a series of banners around BFIT’s degrees of study based on high-demand career paths and deployed them across high-value online properties.

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Social Ads

Overdrive expanded BFIT’s reach into prospects’ social feeds, retargeting potential students with both program ads and universal messaging about BFIT’s partnerships with employers.

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Persuasive Landing Pages Strategy

Overdrive created a series of landing pages, intent on keeping prospects in a conversion-oriented environment while they sought more information about BFIT’s programs, financial aid, and career paths.