During our tenure with The University of Law they have expanded their course offering to include additional post-graduate programmes to complement their under-graduate proposition and the Business school.
Our key tasks set by UoL were principally to; drive prospectus requests and event sign ups. And, on the back of these initiatives, build awareness in a highly competitive sector.
Print media had been the cornerstone for recruitment for some time, supported by online activity. Because of the necessity to deliver true market performance metrics we needed to revisit the media paradigm and deliver a robust, measurable, media programme which, would not only deliver the numbers of requests and sign ups but, deliver the right kind of candidates.
An overhaul of the communications strategy was executed. The media focus shifted to online.
Whilst activity using print advertising in key national and specialist press titles continues, we recalibrated our online strategy to drive growth using paid-search, paid social (Facebook & Twitter), overlaid with extensive programmatic buying. On top of this we made direct buys on specialist legal and general education websites.
During the campaign we conducted weekly calls with our Google Analyst to constantly police and evolve our search performance. We ran our Facebook campaign through Bionic (a campaign optimisation tool) and the Twitter activity was refined using Social Bro (a Twitter marketing platform) to ensure authenticity of performance and accuracy of optimisation.
Finally, as well as negotiating CPA deals with selected publishers we executed an extensive behavioural, contextual and retargeted campaign, programmatically.
UoL have seen a 25% increase in weekly lead volumes. And, we have been successful in meeting and exceeding the challenging cost per lead targets set.
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