Building impact for Kellogg Exec Ed: Unlocking new revenue streams and boosting lead generation through innovative content and marketing strategies
CASE 1
Challenge: Failing Program on the Verge of Closure
With declining interest and low enrollment, the program was destined for closure.
Solution: Content-Driven Revamp
We identified a new opportunity and by adding GenAI-driven content to the program's unique value proposition and integrating high-impact visuals, we transformed its appeal to attract new leads and convert them into enrollments.
Result: Remarkable Enrollment Surge
With the revamped content strategy, the program achieved a significant turnaround, leading to 365 new enrollments. This revival not only prevented the program's sunset but also set it on a trajectory for sustained growth and profitability.
CASE 2
Challenge: Declining Engagement and Client Satisfaction
Kellogg Executive Education's online certificate programs and bootcamps (30+ in total) were experiencing creative fatigue, leading to lower click-through rates (CTR) and rising cost per lead (CPL).
Solution: Strategic Brand and Creative Revamp
I contributed to full-scale creative overhaul. The strategy involved developing a set of dynamic templates to maintain consistency across all marketing materials, while also introducing a fresh brand identity. This comprehensive approach included updated visuals, cohesive messaging. This was achieved through strategic planning, systems thinking and utilizing AI.
Result:
The revamp yielded impressive results. This turnaround not only improved the numbers but also boosted Kellogg's trust in Emeritus as their partners.
KLG-Product Strategy program: Increase in CTR (1.18% vs 1.10% ) C2L (4.00% Vs 8.99%) with 80 paid apps
KLG-Omnichannel Strategy program: Lower CPLs achieved (57 vs 110) | Higher CTR achieved (0.78 vs 0.43) |C2L has also increased
KLG-Sales program: 84 Paid Apps + 78 Paid Apps in 2 runs | Increase in CTR ( 2.56% Vs 1.83% ), C2L (7.76% Vs 6.98%) with lowered CPL (50 Vs 74$)
CASE 3 - Senior Executive Programs
Challenge: Repeating Communications Across Schools
Ads for partner school brands were beginning to sound similar, blurring the lines of individual brand identity.
This affected the capacity to effectively convey the distinctive attributes of each brand and captivate our desired audience.
Solution: Strategic Brand and Creative Revamp
Crack unique brand voices to differentiate our school brands effectively in advertisements. The solution was scalable across programs, aspirational, reflected unique tone of each school and aimed to have an impact on metrics.
Result:
I lead the initiative for Kellogg and cracked a distinct positioning for the senior executive programs and coupled it with their existing unique brand tone, to formulate a cohesive and compelling school voice. These ads will be A/B tested against the existing ones to measure their effective before we implement the same across all programs.
