Creating "Rocket fuel for your resume."
Communicating the power of Pearson VUE’s new micro-credential.
Project Type
Social marketing program to drive enrollment
Client
Pearson VUE & Project Management Institute
Year
2021
Challenge
Pearson VUE came to Stoke for help in creating a campaign to promote the soft launch of the Agile Hybrid Project Pro™ (AHPP), a new micro-credential program from the Project Management Institute (PMI). The core marketing messaging — slated to be rolled out by PMI that year — needed to be deeply differentiated so that it could stand out in the marketplace and among existing PMI offerings.
Strategy
We dove into the challenge with an eye on achieving Pearson’s key goals:
- Increase awareness of AHPP
- Drive AHPP exam registrations
- Grow AHPP certification volume
- Differentiate AHPP with a look and feel that’s distinct from other PMI promotions and ads
The Stoke team started by brainstorming headlines. Ultimately, two stood out, capturing the excitement and unique value proposition of AHPP:
- Don’t go chasing waterfalls.
Become an agile and hybrid pro with our new micro-credential. - Rocket fuel for your resume.
Boost your agile and hybrid skills with our new micro-credential.
Impact
Powered by these concepts, Stoke delivered a series of dynamic social ads spanning Instagram, Facebook, and Reddit, plus Google retargeting ads. We also produced a series of LinkedIn Sponsored Posts to engage high-level decision-makers.
Assets drove to a landing page — developed by Stoke — that kept the momentum going and drove potential registrants deeper into the Pearson VUE and PMI funnel.
Dynamic digital campaigns don’t just happen. Get in touch and let’s discuss how we can take your next launch to the next level.