The Brief
Cengage is one of the world’s largest education companies, serving students, higher education institutions, and faculty. With a short semester-based buying window, the team needed a cohesive strategy across email, site experience, organic channels, and paid media to efficiently capture and convert student and faculty demand.
Intel Gathered
Customer Data Analysis
Persona Workshops
Creative Testing via Student Ambassador Program
What Part and Sum Unlocked
🔓 Because Cengage operates within a compressed seasonal window, timing, messaging, and channel alignment needed to work as a single system. Precision orchestration across owned and paid touchpoints unlocked efficient conversion at scale.
Methods
High Performance Email Optimization
Audited and rebuilt student-first email flows to improve language, triggers, and design performance.
Collaborative Strategy Workshops
Aligned personas, testing strategies, and creative briefs across teams to inform channel execution.
Full-Funnel Paid Media Activation
Calibrated messaging, objectives, and spend across channels to maximize demand capture during peak semester periods.
Learning + Tuning
Work is never set-and-forget. By maintaining tight feedback loops across paid media, email, and organic channels, we were able to carry learnings from one semester directly into the next — ultimately tripling paid media revenue year over year without increasing spend, and proving that a patient, full-funnel approach compounds over time.
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