Case Study-Blackboard:

Client: Blackboard – Educational technologies and interfaces for students, teachers, and Higher Ed staff


Need/Goal: When buZZgen was engaged sales funnels and revenue growth were flat for the company. Blackboard needed to find a way to cost-effectively engage an elusive, expensive, and nonresponsive audience: senior IT staff in large institutions of higher education.


Obstacle: Budgets were not enough to meet upper managements’ target numbers and multiple internal groups — with independent budgets — were all competing for the same target audience using disparate goals and messaging.  Added to this, the client needed to jump into the market quickly and had a library of assets that were fatiguing.


Strategies and Tactics: buZZgen worked with the client to develop a “master messaging” schedule to help reduce toxicity in the target audience; designed custom media packages that used a wide range of mediums, including custom content and social media; worked with the client and publishers to determine “hot” topics for content (those most likely to engage the target audience); and developed a plan that had as many guaranteed leads as possible to help support a “known outcome” with upper management. Once in market, buZZgen worked very closely with the client and publishers to maximize returns.


Outcome: The campaign’s goal was 6,400 leads over a four-month period at a cost of $22 per lead — a 60 percent reduction from their current average cost per lead, and considered a very aggressive deliverable. The campaign delivered 7,896 leads at a cost of $16.43 each.


The campaign was such a success that all future campaigns — throughout the organization — were built on a similar model.


From the client:

“Ingrid is always tapped into leading trends, is highly connected in the industry, and drives programs that are relentlessly focused on delivering business results. Ingrid has the rare ability to function at a highly strategic level, working with senior executives in addition to less experienced members of the team, helping them learn and grow. 

I’d strongly recommend Ingrid to anyone looking for a hands-on digital media strategist who knows how to get results and truly cares about your company’s outcomes.”

 – David Feder, Vice President, Digital Marketing, Corporate Marketing and Campaign Demand Center at Blackboard

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