Case Study: How New England Tech elevated their brand and drove enrollment
New England Institute of Technology (NEIT) is a college that offers a variety of career-focused programs. They were looking for consistent video content to use for social media, TV ads, and more. They hadn’t updated their creative in years and it was time for them to put out content that matched the quality of their school. NEIT came to us to produce a suite of videos including branded ads, program ads, open house promotions, and testimonials. Their goal was to boost enrollment and run targeted ads for specific programs. They were also running a campaign to boost awareness of their institution.
Case Study: How New England Tech elevated their brand and drove enrollment
CycleBar is a fitness company offering an inclusive and inspiring low-impact/high-intensity indoor cycling experience for all ages and body types. CycleBar sought high-quality video content to highlight their classes, member testimonials, and dynamic brand vibe. However, they needed to maximize output within a tight production budget and timeline. The challenge was to produce multiple types of videos, including a high-energy hype video, compelling testimonials, and versatile social media content, all from a single-day shoot.
Strategy and Execution
Our initial phase involved conducting focus group research to understand the key motivations and aspirations of NEIT’s target audience. These sessions revealed a strong emphasis on practical, hands-on training and the immediate attainment of gainful employment upon graduation. This insight served as the cornerstone of our creative direction. Recognizing NEIT’s specialization in preparing students for in-demand careers, we developed a multi-faceted video strategy. This encompassed the creation of high-quality video content designed to resonate with potential students. Through close collaboration with the NEIT team, we crafted compelling creative concepts that effectively communicated the value proposition of their programs. To maximize reach and engagement, we produced videos in a variety of formats and durations suitable for diverse platforms.
30 Second Spots
To optimize campaign effectiveness, we proposed the development of two distinct 30-second brand overview commercials rather than a single generic spot. This A/B testing approach would allow for simultaneous evaluation of ad performance. Based on this strategy, we developed two distinct creative concepts. The core message emphasized the high demand for NEIT graduates in the job market and highlighted the institution’s comprehensive resources and cutting-edge facilities. Through extensive on-campus and off-site filming, we captured footage showcasing NEIT’s vibrant campus life, state-of-the-art facilities, and diverse academic programs. Subsequently, two distinct commercials were produced, each employing a unique creative style. This A/B testing methodology proved successful, enabling NEIT to identify the more effective ad and effectively allocate their media budget for optimal campaign ROI.”
30 Second Spots
To maximize campaign effectiveness, we developed two distinct 30-second brand commercials instead of one, using an A/B testing approach to compare performance. Both ads emphasized the high demand for NEIT graduates and showcased the school’s top-tier resources and facilities. Through extensive filming on and off campus, we captured NEIT’s vibrant campus life and diverse programs. This strategy allowed NEIT to identify the stronger ad and optimize their media budget for the best ROI.
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Program Specific Videos
NEIT runs targeted enrollment campaigns for high-growth programs, emphasizing industry demand and rapid career advancement. We created program-specific videos showcasing curriculum, faculty expertise, and career outcomes to highlight each program’s value.
Testimonial Videos
We strongly recommended the inclusion of testimonial videos as a key component of their overall marketing strategy. Collaboratively with the NEIT team, we identified several successful alumni who could serve as compelling brand ambassadors. We conducted in-depth interviews and captured relevant footage with each participant, documenting their personal journeys and highlighting how their NEIT education positively impacted their lives. These powerful testimonials were strategically integrated within the broader advertising campaign to maximize reach and audience engagement.
Testimonial Videos
We strongly recommended the inclusion of testimonial videos as a key component of their overall marketing strategy. Collaboratively with the NEIT team, we identified several successful alumni who could serve as compelling brand ambassadors. We conducted in-depth interviews and captured relevant footage with each participant, documenting their personal journeys and highlighting how their NEIT education positively impacted their lives. These powerful testimonials were strategically integrated within the broader advertising campaign to maximize reach and audience engagement.
Results
