Turning a Loss-Leader into a Growth Engine
Client: CONCEPT (by Palo Alto University)
Industry: Continuing & Professional Education
Service Provided: Digital Strategy, Paid Media, Messaging
The Challenge
CONCEPT, the continuing education division of Palo Alto University, had a tough sell: its Correctional Mental Health (CMH) Certificate program. Niche, narrowly relevant, and historically a loss-leader, the CMH program wasn't designed to drive revenue—but rather, to act as a gateway into more program offerings.
In 2025, CONCEPT challenged Launchpunk to flip the script: increase program subscriptions and prove the CMH certificate could perform as a revenue-generating asset. The audience? A highly specific segment of mental health professionals working in correctional settings—difficult to reach, and even harder to convert.
The Strategy
With over five years of performance data from similar campaigns, Launchpunk knew a traditional, intent-driven approach wouldn’t cut it. Instead of relying solely on search, we broadened the funnel::
Expanded Audience Targeting: We built a hybrid strategy that combined CONCEPT's CRM data with lookalike audiences across more platforms.
Message Refinement: Tailored, persona-driven messaging was served to professionals likely to be receptive—even if they weren’t actively searching.
Multi-Touch Retargeting: Engagement triggers and behavioral insights helped us stay top-of-mind with a wider pool of relevant professionals.
This wasn’t just about traffic—it was about nurturing interest, building trust, and creating a value narrative that made even skeptical prospects take action.
The Results
What started as a tough assignment turned into one of CONCEPT’s most successful campaigns:
+ 205%
increase in subscriptions over the original goal
Positive ROI
on what had been a loss-leading program
+132%
increase in site traffic from qualified prospects
