In the fall of 2015, Rutgers University School of Communication and Information was planning the launch of two new online certificate programs through their Professional Development Studies team. Due to lack of internal bandwidth, Program Director Regina Efimchick reached out to a former coworker at Seton Hall University to inquire about potential firms that could assist them with their efforts, and Regina was assuredly referred to Milk Street Marketing. Although several marketing and advertising agencies submitted proposals, Milk Street was awarded the project for several reasons. Primarily, it was our ability to offer a wide range of marketing services, particularly strategy development and planning, but also creative copywriting, graphic design, landing pages and more.
What We Did
We spent time working directly with Regina and her team to determine the value proposition for their product, the target audience and its various segments, and the best way to reach them to generate interest in the programs. Together we explored as many different potential audience demographics as possible, and brainstormed ideas to generate leads outside of traditional social media channels.
Our “messaging matrix” was developed to address specific pain points identified within each audience segment, based on our research and insight from the client. Various tag lines were paired with relevant images and additional messaging to draw attention and incite action. Cohesively branded landing pages that were utilized for lead capture and optimized for conversion.
Several ads were A/B tested across Facebook, LinkedIn and Twitter, with low risk budgets. Campaigns were monitored and reported on, along with additional refinement and testing.