The Opportunity

Berkshire Choral International (BCI) presented Belfort Group (BG) with a unique challenge – to connect with consumers aged 40 to 65, specifically empty nesters and retirees, who harbored a love for choral singing and possessed the financial means to embark on a once-in-a-lifetime performance week. BG was tasked with not only building awareness, but also driving website traffic, generating leads, and encouraging applications from this niche demographic.

The Strategy

BG strategically positioned BCI as the premiere “dream choral experience” through targeted advertising across digital and traditional channels. This approach reached older consumers interested in choral singing. BG promoted BCI with custom-created content on social media platforms and optimized the website’s user experience (UX). Additionally, BG designed a downloadable information packet to provide an overview of the BCI program and developed a blog for nurturing content and event promotion. This strategy included banner ads, email campaigns, and sponsored Facebook content. High-quality experiential videos were produced and strategically used across advertising, social media, and nurturing campaigns to enhance visual appeal.

The Results

The success of our integrated marketing and lead generation campaign was evident in the numbers. We generated a staggering 1,330 leads, demonstrating the effectiveness of our approach with the target demographic. The campaign attracted 77 new applicants, showcasing a tangible impact on participation. The BCI homepage saw 44,732 sessions from June to December 2016, indicating a substantial increase in awareness and interest. On Facebook, we achieved a 232% increase in fans, totaling 5,547. Our sponsored content generated 3,365,879 impressions and 60,256 post engagements from April 2016 to January 2017, solidifying the success of our strategy in both reach and engagement.