The Opportunity

When Bentley needed to enhance awareness for their new online, part-time Bachelor’s Completion Program in Business Administration, they turned to Belfort Group. 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. The strategy was finely tuned to resonate with the identified audiences, ensuring the right message reached the right individuals 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. The results not only show the success of a well-planned strategy but also demonstrate the power of targeted marketing in driving tangible and substantial outcomes for Bentley’s Bachelor’s Completion Program in Business Administration.