The phones were
ringing off the hook…
Problem
IT (Information Technology) Training was exploding. Clark University, which offered IT continuing education courses, had been placing various ads in local newspapers and spending quite a bit of money. They were not, however, receiving the expected phone calls needed to fill seats in the classroom. The university received approximately 11-14 phone calls a day using local print adverting in the Boston Globe and Boston Herald. Fran Gately, the director of marketing, knew that the ads lacked the “pizazz” to attract its intended audience. They needed to increase the number of phone calls to justify their expenses and fill the classroom.
Solution
Cognito strategically crafted an ad that was meant to attract and ultimately wake up its intended target audience of IT professionals. This was achieved by studying every major local newspaper to see what the competition was doing and then doing something completely different. Simplicity was the secret... combined with powerful typography, photography, and compelling design.
Results
Fran Gately called in a moment of sheer enthusiasm to report that the current ad had the phones “ringing off the hook”. She reported that Clark University was receiving 37–41 phone call per day...up from the original 11-14. The ad spoke volumes to its intended target audience. Enrollment tripled.
"With Cognito's creativity and work ethic, any company would be in capable hands by working with them. It would be my sincere pleasure to boast on their behalf when given the opportunity. Cognito is reliable, trustworthy, gracious and their work speaks for itself."
Myles Bristowe
Founder
VividContext
