Project Management Institute
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.
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.
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.
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%.