Benjamin Franklin Institute of Technology, Boston
A college of technology and Benjamin Franklin's living legacy
Nestled in the heart of South Boston, Benjamin Franklin Institute of Technology was Boston's best kept secret. Providing an affordable pathway to a two or 4-year degree in STEM for high-demand, higher-paying jobs was a strong value proposition.
The problem was low brand awareness, coupled with an aging population, increased competition, and low unemployment. BFIT faced anemic enrollment, within the highly competitive Boston market. Its reputation was that of a low quality 2-year vocational college, when in fact, it offers bachelor's programs, which lead to well-paying jobs.
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As BFIT's Director of Communication, Jaime Crespo discovered that BFIT graduates earned than graduates from all other 2-year colleges in Massachusetts, excluding nursing programs. The college was also one of the most in the city. To underscore the notion of high-value, Jaime launched campaigns, "It's all about the Benjamins," and "smaller classrooms, bigger paychecks." Jaime led a comprehensive campaign involving subway and outdoor ads, as well as a targeted digital campaign using Pandora, Google Adwords, Youtube, and geofencing to get the word out.
He used his PR skills to position BFIT as a thought leader at the intersection of higher education, technology and workforce development. Career guides captured top-of-the-funnel prospects, while automated persona-centric emails kept them engaged. Jaime launched Today’s Ben, the college's first blog to engage audiences.
The strategy led to the biggest increase in annual enrollment in over a decade, at 14%. New website visitors saw a two-fold increase, while college prospects saw a 3-fold increase via targeted lead generation efforts.
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Earned media grew exponentially, with coverage in Boston Globe, Boston.com, WHDH Channel 7, NECN, WBUR, Boston Herald, and Boston Business Journal. BFIT's president is now regularly quoted in stories related to technology and higher-education.
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Today's Ben grew to reach over 8,000. BFIT is now positioned as a college of choice with industry connections.
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