To make this campaign successful we had several factors to consider including the persona of target audience, how they find AIT and where they are in the decision making process. We understood this would be more complicated than a standard search & convert campaign. Because of this we built a multi pronged strategy that would encompass search heavily but would also have a discovery element. This would allow us to target people who are ideal candidates but not necessarily considering a career in trucking. We also spent time considering the various levels of interest a user may have and created mechanisms to capture leads from people based on their interest level. We created simplified conversion funnels for people who were just considering a career in trucking, full application funnels for people who were ready to start today and various others for everyone in between.

• Web Design & Development
• Search Engine Optimization
• Pay Per Click Marketing
• Landing Page Design
• Graphic Design
• Content Writing
• Talent Recruiting
• Social Media

For the search portion of the campaign we saturated everything from highly targeted organic and local rankings on the major search engines to paid search placements to ensure maximum saturation. For the discovery portion of the campaign, we created our persona targeting and affinity audiences and showed opportunistic ads through social media and display marketing. This approach not only helped us target ideal students but it allowed us to widen our reach drastically and reach potential leads that were not currently in our market audience.

Because of the scope of this campaign, tracking and messaging had to be forefront in everything we did. With so many active channels, it was important to tailor messages that complimented the referring resource. It was equally important that we were able to measure the success of each channel and to understand the ROI that each offered. In order to enhance these items we created ads, funnels and specific landing pages for each campaign. Every step a user took was tracked closely. Call tracking was implemented to measure inbound calls from each source and form tracking was also instituted. This allowed us to not only understand the exact cost and result from each source, but also to measure lead quality and granularity measure each source independently.