Customer Journey Campaign


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.


  • Paid Search Marketing
  • Remarketing Display
  • Landing Page Development
  • Conversion Path Optimization
  • Banner and Social Creative

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.

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.


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.

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.

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.

Program Specific Landing Page

Program-specific pages were created in order to help potential students self-select their path before engaging with an Admissions specialist. Other program pages were included in the footer of each page for when prospects decided to explore a different path instead.

Retargeting Ads

Overdrive deployed retargeting banners with messaging aimed at prospects who visited the landing page environment or abandoned their form.

Financial Aid Landing Page

Every program page linked to the Financial page, which informed prospects of the many different ways to afford a BFIT education, inviting them to connect with a counselor.

60 Second Application

To motivate prospects and showcase how easy the application process for BFIT was, a 60 second application landing page was launched.

Thank You Page

Overdrive created a highly engaging Thank You page that gave potential students a next step to continue the conversation, giving them more information regarding BFIT’s programs and learning environment.


Emails were deployed to prospects with different messaging points regarding BFIT’s affordability, employer partnerships, and programs to lead prospects down the funnel.

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