Brown Mackie College

Overview

A for-profit career school focuses on delivering quality education to its students. When a school can deliver quality training and education, how does it get the word out?

Brown Mackie College called on Gragg Advertising to design a lead generation campaign for traditional and interactive media that would continually meet their demanding 20% growth rate.

Gragg Advertising was up for the challenge and assisted Brown Mackie in growing from one school to 23 nationally.

The Solution

Gragg Advertising developed a creative direct response strategy utilizing:

1. A creative message the X,Y and echo boomer market could identify with.
2. Utilized urgency to elicit a response.
3. Placement of TV, print, direct mail, interactive media targeted toward the 18-34 year old market.

The Creative

The Result

Gragg Advertising increased response rates by 40% year over year. Traditionally, an annual increase of 8% to 15% was seen.

Conclusion

When running a lead generation campaign for schools, it pays to use the "education" Gragg Advertising can provide.