Sydney Uni was finding it increasingly tough to woo post-grad students.
When Sydney Uni came to Yango, they were struggling to meet their enrolment targets for post-graduate students – in spite of their prestigious name and reputation. With so many competitors jostling for attention in this space, it was becoming harder and harder to connect with potential students, especially with a shrinking budget for digital marketing. The team at Sydney Uni were becoming frustrated, and wanted a fresh approach that would help them get on the radars of these elusive post-grad prospects.
A multi-pronged approach to make the absolute most of that marketing budget.
We knew we’d have to be tactical in how we used the Uni’s limited budget – so after considerable research and thinking, we developed a strategic multi-channel solution. This involved:
- Using social media and display to raise awareness of Sydney Uni’s post-grad offering in a targeted way – encouraging people to engage with the brand and start the conversation.
- Implementing paid search to ensure people couldn’t miss Sydney Uni when searching (and researching) their options online.
- Keeping the dialogue going through the use of sophisticated social and display retargeting strategies. This meant that once people had engaged with the brand, it became ‘sticky’, and very hard to ignore!
Suddenly, a new wave of prospects came rolling in.
It’s always important to us to track the success of our strategies – so we introduced a customised attribution model that could measure the effectiveness of each touchpoint. Not only did this allow us to review our own campaign, it gave us (and Sydney Uni) valuable insights to inform future campaigns.
Happily, when the results came in, they were even better than we’d hoped. The best part: we have gone on to develop a strong ongoing relationship with Sydney Uni, who is one of our key clients having worked on their business for over 2 years now.