Success During Adversity: Generating Student Leads Through A Virtual Roadshow

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Success During Adversity:

Generating Student Leads Through A Virtual Roadshow


The Acumen challenge Launch a virtual recruitment roadshow for a European country promotion body during Covid-19.

Background Acumen has been managing the Google Ads and

Acumen took responsibility for transitioning the

country’s promotion body since 2012. Following

challenge was to develop a pipeline of student

digital marketing campaigns for this European

the onset of Covid-19, the client had to move their promotional roadshows online. With participation from around 20 universities at each roadshow,

physical roadshow into a virtual roadshow. Our

leads on par with those generated from a typical roadshow, during the pandemic.

Virtual roadshow campaign overview

Channels Google

Campaign duration 4-6 weeks

Results snapshot

6,000+ enquiries with an 18-20% virtual attendance rate.


Our strategy At Acumen, we specialise in bringing innovation

We implemented processes to capture student

use of online platforms to promote the virtual

a follow-up email campaign for students to

to the higher education market. To optimise the

data from a website enquiry form, ahead of

roadshow, our digital marketing team pursued an

confirm their interest in attending the online

engagement strategy to increase lead quality and

event. The layered-registration process finished

maximise attendance. Our engagement strategy

with a confirmation email, outlining details of

followed a three-step plan: 1.

filter out bot traffic and deliver quality student

Market research: To deliver an effective online lead generation campaign for the client

and participating universities, we started by conducting target audience research. This

included establishing the right set of keywords,

cities and colleges to target. We then delivered our test audience recommendations to the client. 2.

the virtual roadshow. This process helped to

Preparing for launch: Once our localised

marketing strategy was approved, we worked

enquiries. 3.

Google campaign optimisation: Once the

Google Ads campaign was live, we continually scrutinised and reviewed zeroed keywords for optimal performance. To effectively manage for maximum return on client investment,

additional campaign refinements included sharpening the advert target audience, location, time and display options.

out a detailed operational plan for a virtual

With a continuous improvement process in place

A double-layered registration process was

team ensured key opportunities to yield higher

roadshow with 20 universities participating. introduced to generate quality enquiries from interested students.

throughout the campaign, our digital marketing

quality leads and improve conversion were quickly explored and utilised.

Outcome Our rapid-start Google Ads campaign generated 6,000+ enquiries for universities participating in

the virtual event within 3-4 weeks. 18-20% of these

enquiries converted into attendance at the virtual roadshow, an impressive result for our client.

“The campaigns came together well and the double registration process helped validate

genuine registrations. We had 717 students on the day, so it was really busy for everyone and a definite success. Thanks a lot to the entire team for all your efforts!”


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.


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