Client: As part of ongoing work with OHO Interactive, I was put on The University of Miami account to work on copy and copy strategy for Miami Herbert Business School, one of the leading business schools in the US.
Challenge: Work closely with the team’s strategist and digital marketing wizzes to create new landing pages for all ads, as well as new Google responsive search and display ads, Facebook single image and responsive ads, and LinkedIn sponsored InMail, single image, and conversation ads, among other ad placements. The goal was to increase leads and, ultimately, applications for the school.
Solution: I tackled the content strategy and copy for the landing pages as well as the copy for ads, working closely with the team’s PPC expert to ensure copy was aligned with keywords, as well as built upon insights from previous top-performing ads. We educated the client on the importance of landing pages aligning with search ads, all while integrating new brand voice and positioning created a year prior by a different external agency. I worked to build specific program concepts that tied to the overall school’s positioning while calling out more specific programmatic differentiators to stand out in this highly competitive space.
Results: This ad in particular was the #3 performing ad in education across all LinkedIn sponsored content for the first week in March 2021.
Plus, 1/4 of matriculated students in the January 2021 cohorts of both the schools Professional MBA and Health Executive MBA programs were directly attributed to OHO campaigns (and these did not include assisted conversions).
I also worked with the OHO team to write copy for more than a dozen landing pages for various MBA and specialized Master’s programs. The ad above drove to this landing page.