COLUMBIA UNIVERSITY

Personalized, integrated acquisition campaign

CHALLENGE

Build awareness and demand for a specialized Business Certificate Program, by leveraging a prestigious brand, but making it feel personal and customized.

STRATEGY

Develop a strategic 1-to-1 campaign utilizing targeted prospect mailing lists, personalized landing pages, and dynamic messaging.

RESULTS

  • All performance metrics exceeded comparable brand benchmarks
  • Lead generation increased to 24x baseline within one month of campaign launch
  • Nearly 1,000 prospect leads captured against 6,877 potentials (14% return)