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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,
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