Two years ago, a new Georgia Tech Professional Education (GTPE) Communications team launched a quarterly email marketing effort to reach more prospective learners in support of lead generation for the program marketing team. This program focused on promoting GTPE’s most popular courses to generate more leads and revenue than the programs could on their own, but it felt like we were missing an opportunity to tell a better story about the power of professional education to adult learners. After a year of feeling like we weren’t quite reaching our goals as envisioned, it become clear that rather than pursue goals by function (email, PR, etc.), we needed to start fresh and look at how driving reputation, relationships, and revenue with a connected content marketing strategy. In late 2017, GTPE Communications launched phase one of a unified, brand-level content strategy for the awareness and consideration phases of GTPE’s learner journey. The new strategy focused on telling a story, educating our learners, and increasing brand engagement in order to drive reputation and build relationships across owned and earned channels. The results have been astounding, including a 37-percent increase in organic website traffic from improved search engine optimization, 216-percent increase in email sign ups, 45-percent increase in clicks, 35-percent increase in website visits per month, and a 21-percent increase in engaged time on blog.
From the Judges
From the way these opportunities were identified, to the strategies developed to address them, to the presentation of results from this program, this is a top-notch submission and the results clearly convey overall success and improvement. The project was guided by well integrated content strategy, clear goals and KPIs with impressive results. Thank you for the clear project summary including tables and thumbnails. We enjoyed the great use of storytelling and brand presentation to draw in audience and increase website engagement.
