Harvard Kennedy School

How Harvard Kennedy School Increased Brand Visibility After Overhaul

Person with short hair, wearing a dark top, looks at their smartphone. The background shows an office environment with blurred figures.

Challenge

Harvard Kennedy School (HKS) needed to drive cost-efficient program enrollments while expanding awareness of the Public Leadership Credential (PLC) and Executive Education courses.

Objectives

  • Implement cost-efficient paid strategies to lower CPL and drive more qualified leads
  • Develop targeted campaigns for niche executive education programs
  • Redesign assets and streamline the application process

Business Impact

829 implemented LeadGen form ads and document-based ads, to significantly lowered CPL to a fraction of previous costs. A newly developed prospecting campaign strategy on Google, Display, and LinkedIn allowed HKS to expand outreach beyond retargeting, successfully engaging new learners across the right audiences. The PLC microsite overhaul improved site navigation, streamlined the enrollment funnel, and increased conversions, positioning the program for long-term success.

Harvard Kennedy School logo.

Industry

Higher Education

Services

Paid Social
Paid Search
Programmatic & CTV
Email Marketing Automation
Organic Social
Search Engine Optimization
Content Development

Driving Down Cost Per Lead

  • LeadGen form ads: Removed website conversion barriers for a more direct user path to program guides.
  • Asset-based ads: Promoted brochures and guides directly in ads, increasing engagement.
  • Platform diversification: Used LinkedIn, Google, and Display for audience segmentation and efficiency.
Collage of promotional slides for Harvard Kennedy School Executive Education, featuring topics like leadership, green growth, and communication, with diverse professional imagery.

Expanding Enrollment Through Targeted Outreach

  • Net-new prospecting campaigns: Targeted niche audiences like finance professionals, senior leaders, and media creators.
  • LinkedIn precision targeting: Matched specific programs to the right professionals using InMail and static ads.
  • Performance-optimized messaging: Adjusted creative and copy based on audience engagement data.
Person wearing glasses and a sweater sits on the floor using a laptop, with an open book nearby in a cozy living room setting.

Revamping the Public Leadership Credential Experience

  • Microsite redesign: Created new content and assets to enhance user engagement.
  • Enrollment process optimization: Streamlined the application journey to reduce drop-offs.
  • Automated email workflows: Implemented re-engagement drips, inquiry responses, and urgency-based campaigns.
Woman with glasses using a laptop, promoting the Harvard Kennedy School's Public Leadership Credential program. Text highlights the program's online accessibility and offers options to request info or register.

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