Bryant & Stratton College

An education in lead generation

Since 1854, Bryant & Stratton College (BSC) has been readying students for more successful careers. Today BSC is a private career college with a nationally recognized online program as well as on-campus programs, facilities and students at 19 locations in four states. But like almost every other academic institution in the world, growth at BSC is fueled by admissions. And admissions are fueled by diligent, constant lead-gen marketing efforts—efforts that start anew the very next morning after an admission cycle closes. For the past 11 years, this has been Grove's sole provenance, mission and charter: to help BSC develop and execute "next-gen, lead-gen" strategies, concepts, platforms, promos and messages—while executing all attendant creative as well as handling back-end performance tracking and campaign optimization. And for 11+ years, we've brought a very fine understanding of the Bryant & Stratton College brand to everything we do—always working to ensure that BSC seems every bit as helpful, inviting and committed to their students as they really, actually are.

Website

Bryant & Stratton's Online division uses their website as the primary destination for almost all of our multi-channel, lead-gen programs. It's a site Grove designed and developed to improve conversion rates while supporting Bryant & Stratton's overall positioning as articulated in the tagline, "Personalized Education. Lifetime Success." Segmented, degree-based landing pages featuring very limited navigational choices continues to be an integral aspect of the creative strategy we use in developing new site features and new landing pages—as experience has shown us that this helps to ensure that we get as many potential applicants as possible to complete this key form (featured prominently in the page design). Best practices combined with more than 11 years of our own learnings continue to help us minimize fall-off while optimizing task-completion to levels that are well below and above, respectively, industry benchmarks. View the site

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Welcome Video

When the College needed a proper way to welcome incoming students to the Bryant & Stratton family, they tapped Grove to concept, write and produce a roughly two-minute video that would function as: A) one huge affirmation that would reassure new and/or incoming students that they've made the right decision; while also B) inspiring them to see their time at BSC as the opportunity that it really is—one that could very well prove to be life-altering. The finished video, titled "Windows of Opportunity," was so well received by the BSC team, in fact, that they have since decided to run edited versions of it as broadcast television spots in select, test markets.

"Moments of Opportunity" Online Video

Collateral

The tactile, physical qualities of the printed page—of all printed materials, really—have always played a big role in both our lead- and enrollment-focused campaigns. Which is why it just makes sense that the Grove team handle all print production for Bryant & Stratton's Online division—from flagship brochures to degree-specific one-sheeters to multi-wave DR programs. All of which bear Grove's unique, unmistakable knack for balancing the need to drive recipients forward in the lead process with the shared and ongoing desire to create a brand that is as inspiring as it is grounded.

Online Brochure

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Email

Nope, we don't stop once the leads are generated. No, no, no... We actually support, qualify and develop the leads once they're in—from beginning to end—using a proprietary and automated, event-triggered email tool featuring seven unique email types, any of which can be deployed on-demand and in a sequence that is unique to each prospect. This helps us push each lead from one step to the next, all the way through the actual enrollment process. All parts considered, the program is something approaching a 360-degree, on-demand lead-generation and development program. But whatever you call it, it just plain old works. So we just call it effective.

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