Gearon Passes Test for WebCT

Barely six weeks after winning creative and media chores for online educational materials provider WebCT, Gearon Hoffman has launched a multimedia branding effort that targets both students and faculty.
Tagged “Getting smarter all the time,” the ads are considered a “test” for a broader image push in the fall, said Greg Jarboe, vice president of marketing for WebCT in Peabody, Mass. “All the ads have a tracking code so we can see what works” and fine-tune ads for the busy back-to-school season, he said.
Print, posters, radio and online executions are being employed, and overall annual spending through Boston-based Gearon Hoffman will be in the low eight figures, Jarboe said.
Unlike competitors such as eCampus.com, which incorporates sophomoric humor in its campaigns, WebCT is taking the high road, showcasing artistic masterpieces in ads aimed at educators and restrained dorm-room
humor in efforts for young people.
Ads for undergrads and graduate students have begun breaking mainly in college newspapers and on pop-music and alternative radio stations. Ads geared toward professors and administrators are appearing in vertical publications such as The Chronicle of Higher Education. K