iCrossing - Lincoln Educational Services Corporation
Finalist - Online Media: Search
iCrossing staff/Lincoln Educational Services Corporation staff
iCrossing used search as a medium to drive traffic to Lincoln Educational Services' new online hub, and as a key element in the development of the Web site itself. The search-informed design led to a site that drove roughly 150 percent more leads than its previous iteration, in addition to delivering the kinds of conversions that Lincoln typically expected from its DRTV spots. iCrossing interviewed current students to find out how they'd chosen their particular Lincoln campus and created a set of personas based on that research. The agency combined those personas with potential search queries (i.e. "technical careers" vs. "automotive careers in Florida") to develop dynamic start pages. While searchers could access the full breadth of available course information, the search-influenced design dealt them an experience customized precisely for their needs.