Case Study: Specs Howard achieves 19X more leads and 54% traffic increase with HubSpot

Specs Howard School Broadcasts Success Using HubSpot's Marketing Software

Specs Howard School of Media Arts, a Detroit‑area career school offering programs in Broadcast Media Arts, Graphic Design and Digital Media Arts, saw enrollment drop in 2012 despite rising lead volume. A small marketing team using disconnected tools (Constant Contact, Hootsuite, Google Analytics) and primarily outbound tactics struggled to track and nurture prospects, so they adopted HubSpot in 2013 to centralize lead management and improve conversion.

By applying HubSpot’s inbound methodology and using its blogging, social scheduling, templates and forms alongside video graduate testimonials, Specs Howard scaled content-driven lead capture and automated nurturing. Results included a 15.8× increase in organic leads and a 19× increase in total leads within the first year, 54% more monthly traffic in six months, and a 14.7% conversion rate on their Grad Spotlight pages.

Specs Howard

Kathryn Stickley

Marketing Manager, Specs Howard