The challenge
BrightPath had strong course content and weak positioning. Paid traffic landed on a homepage that tried to speak to parents, career-changers, and corporate trainers at once. Conversion rate was under 1%.
What we did
- Segmented campaigns by audience with dedicated landing pages and proof points for each segment.
- Ran webinar funnels for high-ticket programs instead of pushing cold traffic straight to checkout.
- Repurposed student success stories into short video ads with real names and outcomes (with permission).
- Tightened email nurture so trial users received value before any sales call.
The outcome
Enrollment inquiries rose 175% year over year. Trial sign-ups grew 63%. Return on ad spend reached 4.2x on their core professional certificate track.
“They helped us pick one message per audience instead of shouting every credential on one page.”
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