Benjamin Franklin Institute of Technology, Boston
A college of technology and Benjamin Franklin's living legacy
Nestled in the heart of South Boston, Benjamin Franklin Cummings Institute of Technology was one of Boston’s best-kept secrets. Its value proposition was compelling: an affordable pathway to a two- or four-year STEM degree leading to in-demand, higher-paying jobs.
Yet the college struggled with low brand awareness and a reputation problem. In a region with an aging population, historically low unemployment, and an abundance of higher education options, competition for students was fierce. Many prospective families dismissed BFIT as a low-quality, two-year vocational school, overlooking the fact that it offered rigorous bachelor’s programs tied directly to career success.
At the same time, Massachusetts faced growing workforce shortages in critical industries—precisely the gap BFIT was designed to fill. The challenge was to reposition the college not just as a place to earn a degree, but as a vital pipeline connecting underrepresented urban youth with sustainable, well-paying careers while meeting the talent needs of the state’s employers
As BFIT's Director of Communication, Jaime Crespo discovered that graduates out-earned peers from other 2-year colleges statewide. To showcase this value, he launched campaigns like "It's all about the Benjamins" and "smaller classrooms, bigger paychecks," supported by subway, outdoor, and targeted digital ads.
He managed a PR agency to position BFIT as the go-to source on workforce development, Massachusetts’ skills shortage, and career pathways. By leveraging thought leadership, trend stories, and expert commentary, Jaime positioned the college president as a trusted voice—regularly sought by media—while establishing BFIT as a catalyst helping young urban students secure well-paying jobs. PR outreach also drove features on automotive and opticianry careers, including stories on women entering automotive technology.
On a parallel track, Jaime launched a highly targeted SEO-driven content strategy featuring career guides tied to each of BFIT’s 14 majors. These guides spotlighted successful alumni, employers hiring in those fields, salary and growth data, and faculty expertise—drawing prospects into the lead funnel through drip and persona-specific email campaigns.
The strategy drove the largest enrollment gains in over a decade, with overall enrollment up 14% year over year. Certain programs saw even greater growth—opticianry, for example, increased by 20–25%, marking the highest enrollment in the program’s history. New website visitors doubled, and prospective student leads tripled through targeted campaigns.
Earned media grew exponentially, with coverage in the Boston Globe, Boston.com, WHDH Channel 7, NECN, WBUR, the Boston Herald, and the Boston Business Journal. BFIT’s president—positioned as a thought leader—became a go-to source regularly quoted on technology, workforce development, and higher ed.
The campaign also helped drive fundraising momentum, contributing to a 25% increase in annual giving and securing new corporate partnerships.
Today, the college continues to be positioned as an innovative college of choice with deep industry connections and a proven role in preparing students for high-demand careers.
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