Project Management Institute

Project Management Institute

Project Management Institute

Challenge:
PMI wanted to expand into a new market category by launching a business analysis certification. They were up against a large, established competitor – the International Institute of Business Analysis (IIBA) – and faced considerable market scrutiny.
Insight:
PMI needed to launch the certification in a powerful way and aggressively identify qualified leads. We determined that they needed to differentiate their certification so the target market would understand the value of a business analysis certification from a project management organization.
Solution:
Through immersion and collaboration with the PMI team, we crafted launch messaging and creative that clearly articulated PMI’s niche focus on business analysis. We then developed and executed a highly-targeted, integrated media campaign to generate qualified leads in this niche market.
Results:
Over the course of the campaign, we surpassed all major KPIs, including exceeding the PMI click-through benchmark by up to 246% and exceeding the overall PMI conversion rate benchmark by up to 428%.