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.
For the LinkedIn Ads in particular, we wanted to make sure the text was clear and compelling on its own to encourage users to read the rest of the text. The timeline (7 months) often helps boost engagement on other channels, so I decided to bring that into the LinkedIn ad, too. I used actionable language throughout to encourage users to feel like this is something they can and should do.
Results: The fast-track MBA ad was the #3 performing ad in education across all LinkedIn sponsored content for the first week in March 2021.
The real estate MBA ad was the #9 performing ad in education across all LinkedIn sponsored content for both the week of March 21 and April 4, 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.