STARTUP INSTITUTE
CUSTOMER ACQUISITION: “LET’S GET YOU TO A JOB YOU LOVE”
WHAT: Facebook brand awareness campaigns + retargeting acquisition campaigns (still and video ads). Read the Facebook case study.
OBJECTIVES: Build campaigns around four key customer personas: recent grad, career changer, social impacter, and the seasoned professional.
OUTCOMES: #1 lead generation channel responsible for 40% of total lead volume. Drove 120% increase in leads, 50% increase in applications, 20% increase in enrollment, and 40% increase in revenue (growth + price increase).
PROMOTIONAL VIDEOS
Brand awareness: Uber Mentor Powered by Startup Institute
WHAT: Partnership with Uber to provide riders with free career mentorship while driving to their destination. Sourced leaders from the local tech communities in Boston and Chicago to serve as mentors
OBJECTIVES: Partner with local tech leadership and increase brand awareness for Startup Institute’s programs. Surprise and delight the public by offering a useful service to the community.
OUTCOMES: Thousands of brand impressions via the Uber rider database and black car signage around the city. Increased traffic to the website by 50%. Demand was so high that those who couldn’t get a ride were invited to a panel discussion the next day at Startup Institute.
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Brand awareness: The Career Confessional
WHAT: Experiential marketing initiative focused on community engagement, digital activation, and printed collateral. Five minute career coaching sessions with mentors and leaders from the Boston tech community
OBJECTIVES: Create a memorable brand experience that is scalable and repeatable. Surprise and delight the public by offering a useful service to the community.
OUTCOMES: Over 30,000 impressions (people who saw our branding on the street). Approximately 1,000 direct interactions (staff, mentors, and alumni).
