Digital Strategies For Lead Generation & Qualification:
Top-Rated UK Research Institution MBA Programme
The Acumen challenge Generate and qualify prospective student enquiries for the full-time MBA programmes hosted at a toprated UK research institution.
Background As passionate champions of high-quality
student groups. Our services were requested by
at Acumen, we are skilled in effectively harnessing
generate qualified leads for their MBA programme.
education for an international student population, digital marketing campaigns to engage diverse
a respected UK research institution seeking to
Digital media campaign overview
Channels
Facebook, Instagram, Google
Campaign duration 5 weeks
Results snapshot
1,400+ enquiries generated (38% confirmed
as prospective students), 60% improvement in cost per qualified lead (CPQL).
Our strategy Our digital marketing services for higher education institutions are based on monitoring rapidly
3.
evolving digital behaviours in younger people,
created three test audiences with different
stay on top of the latest trends in the student
parameters on the Facebook and Instagram
demographic. When working with our client, a UK
platforms, tested target keywords for Google
research institution, our knowledge and expertise campaign to help increase MBA programme
engagement through a variety of online channels. 1.
Search and set up a Google Display campaign. 4.
generated from different audiences. These
able to optimise the recruitment campaign
insights allowed us to optimise the campaign
for a target audience persona. Our audience
and target cities before our test audience
recommendations were made to the client. 2.
Campaign set up: USPs were identified and test audiences developed for Facebook/Instagram. Once creative and message enhancements were recommended to better align with the target audience, we prepared for launch.
was measured on cost per lead (CPL) and
a call team to provide insights into the leads
historic data from the university, we were
and organisations, audience keywords
Lead qualification: As this campaign’s success cost per qualified lead (CPQL), we established
Audience research: After utilising relevant
research expanded into specific colleges
on our expertise in testing and optimising our digital marketing channels. As part of this, we
whilst our research helps ensure our clients
of this sector was used to develop a multi-stage
Test launch: Our greatest successes are built
to produce higher-quality leads for the client. 5.
Optimisation and reporting: Through identifying dynamic approaches to optimise the
campaign, we confirmed the best audiences,
creatives and web form qualifying questions for the remainder of the campaign. We continued to optimise target placements, display timings
and target devices throughout, whilst delivering weekly reporting and university meetings.
Outcome The campaign was a huge success, delivering a
The research institute was extremely happy with
yielding prospective new students for the MBA
institution awarded Acumen a similar campaign for
60% improvement in CPQL, with 38% of enquiries programme in five weeks.
the results of the MBA campaign. As a result, the
the computer science, business analytics and data science programmes.
ACUMEN is committed to helping globally-ambitious university and education partners enter, explore and expand in South Asia, South East Asia, and beyond. We offer a dedicated range of services to drive recruitment, student enrolment, develop strategic partnerships, and research collaboration. As a result, we act as an extension of your brand, by connecting you with the world’s best students, utilising strategic international education opportunities, understanding your ideal market through research and insights, and help mitigate any risks along the way. We operate in over 20 countries, with more than 250 industry practitioners with deep local knowledge and global expertise. We help navigate a competitive education landscape from end to end, while always prioritising your success.