Undergraduate lead generation efforts in 2005 included an HTML email campaign targeting high school sophomores and juniors located within a 50 mile radius of college fairs in New York, Philadelphia, Washington, DC, Chicago, Baltimore and Atlantic City.

The e-mail announced a contest designed to drive prospects to the Bentley website, where they could register to win an Apple iPod and learn about the upcoming College Fair scheduled in their area. The email reached 109,000 students and had an average response rate of 4.35%.