Growing Awareness for Advanced Certification

The Challenge

Despite its strong reputation, the advanced certification lacked digital visibility and audience engagement. The program’s credibility was well established, but its online experience and positioning didn’t reflect the caliber of the offering—resulting in missed opportunities to attract and convert qualified candidates.

 

The Strategy

I led a comprehensive marketing refresh designed to modernize how the certification was presented and experienced. Partnering with the education and web teams, I redefined the program’s value narrative, streamlined landing page content and navigation, and optimized key conversion points.

 

To expand reach, we launched targeted Google Ads and strengthened our organic search strategy around high-intent keywords. At the same time, I developed a testimonial campaign—capturing authentic participant stories and onsite video interviews at the annual conference—to bring the program’s impact to life across digital channels.

 

The Impact

The integrated approach delivered clear results: increased qualified traffic, higher engagement across site and social channels, and a stronger applicant pipeline. Beyond metrics, the campaign repositioned the certification as a visible, aspirational credential—aligning its digital presence with the excellence of the program itself.