WENTWORTH IS A FIXTURE IN DOWNTOWN BOSTON, with a long tradition of excellence in practical hands-on education for careers that require advanced skills. For decades, Wentworth graduates have risen to leadership positions in the largest and most respected companies involved with building the iconic city skylines around Boston and beyond.
Careers in construction and building trades are famously subject to swings in the larger economy. Jobs and work hours are plentiful in boom times, increasing the challenge of finding time for ambitious workers to earn degrees. Wentworth's innovative part-time degrees allow leaders to advance their careers with Bachelor’s and Master’s Degrees, Certificates and Workforce Training in:
Construction Management
Project Management
Facility Management
A range of critical skills from CAD design to Welding
We replaced a traditional “OPM” agency and proposed a radically different approach to reinvigorate Wentworth's marketing and recruitment efforts:
1. STRATEGY/DISCOVERY: Comprehensive review of business goals and marketing dimensions with all campus stakeholders, identifying key differentiators and communications priorities.
2. DIGITAL ADVERTISING: Combination of paid search, display, and video blanketing the region to build broad awareness of the benefits, and introducing a key CTA for cost savings, driving to landing pages hosted within the main campus ecosystem.
Results: Building a reputation for excellence.
Video View Rate - 40.5%
After years of sagging response and ineffective investments, campaigns generated significant interest and response:
Video View Rate: 40.5% watched the entire video
Search CTR: 8.9% in key Boston metro area
Search Conversion Rate: 3.27% submitted lead forms
Form Fills: "What a weekend! 20 new leads...we continue to get more daily!"
"ID Group has gone from being our digital media vendor to a trusted strategic advisor, consulting on our brand evolution and relaunch, and helping us to navigate critical challenges and crises.
ID Group has repeatedly impressed us with their commitment to Wentworth and their availability to work through any issue. They are willing and eager to share their insights and knowledge with internal stakeholders, and to work with external partners to bring about the best possible outcomes for Wentworth.
They’ve rolled up their sleeves to help us get our own house in order, formulate meaningful offers, optimize our landing pages, troubleshoot technical issues, and much more. Recently, they came to us with an innovative idea, backed by relevant data, that demonstrated both an understanding of who we are, our brand and aspirations, as well as the market in which we do business.
- Kelly Lin, Marketing Director
"Congratulations on an extremely successful event! That is a remarkable outcome, and as Kelly shared, we are making a difference in people's lives."
- Pat Hafford, Dean, College of Arts and Science