Revature trains entry-level developers for jobs in the Fortune 500. The company works with two key audiences: new recruits and big companies who want to hire them. And it works well for both audiences — the retention rate after 4 years is 89%. And today, 26% of all technical hires in the Fortune 500 begin at Revature.
But the brand looked more AOL than Apple. And their unaided awareness among the developers they hoped to recruit? Essentially zero.
Revature came to January Third looking for an awareness campaign for both B2C and B2B audiences that would help attract more candidates to the program, and more B2B customers, too.
We undertook a wholesale rebrand to ensure that Revature presents as forward-looking as the technology it teaches. That meant a new design system, enterprise website, brand photography, and a campaign's worth of integrated ads.
For our integrated campaign aimed at aspiring developers, we reframed our best selling point as a brand tagline: jobs at Google, Apple and Salesforce start at Revature. This insight became the foundation of our “Start Here" campaign that came to life as 0:15s on OTT, YouTube and social.
Start here to land your first job in tech.
Start here to earn a raise next year.
Start here to build the future you want.
Start here to get there.
The concept came to life across all the touchpoints. Photography and design work carried an optimistic lens, showing mile-high staircases and possibility-filled portals. The website is a transformative experience itself, with cutting-edge development technology and visual design that helps position Revature as a leading tech company.
Overall, the brand feels contemporary and trustworthy — two key features that appeal to both audience groups.
The campaign launched in early 2022, and by June, Revature hit a record number of B2C candidate applications.
On the B2B side, the campaign created over 2200 MQLs, and improved conversion of the MQL to SQL from 1% in 2021 to 10% in 2022.