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Case Study – MicroSkills
The Client:
MicroSkills
San Diego, California, US
The Challenge:
With dwindling enrollments in a crowded market, IT Certification school MicroSkills needed to fill up its classrooms or would be forced to close its doors.
The Solution:
MarketingAnd started with extensive research to determine the pivotal reason students want to get certification. Based on the findings, MicroSkills’ messaging was developed and its identity was updated. Subsequently, a series of TV ads were produced to introduce the new branding and message to generate a steady new lead flow. As the 18-34 male target audience is notoriously jaded with advertising, the video had to be exceptionally engaging to generate buzz and response. Offbeat print ads were also produced.
The Results:
MicroSkills doubled its lead flow within the first week of the TV campaign. Staff morale reached an all-time high and the TV campaign received Best of Show and Campaign of the Year awards from the Southern California Ad Association, further increasing the campaign’s impact.
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