Target Persona Marketing:
MBA Programme Digital Lead Generation
The Acumen challenge Drive leads and engagement for the full-time MBA programmes offered by a top-rated US business institution.
Background As specialists in goal-driven digital marketing
strategy, we designed and delivered a successful lead generation and engagement campaign for
our client, a leading US university specialising in business programmes.
Digital lead generation campaign overview
Channels
Facebook, Instagram, Google
Campaign duration 10 weeks
Results snapshot 1,200+ enquiries generated, 70% improvement in cost per qualified lead (CPQL), 81% improvement in the number of applications initiated, 44% improvement in application submissions.
Our strategy With a remit to drive engagement through social
the initial campaign phase, target keywords
closely with the client to ascertain the institution’s
campaign was also set up via Google Display
media campaigns and online events, we worked
were selected for Google Search. A parallel
aims for the student recruitment strategy. Once we acquired a detailed understanding, we launched a five-stage digital campaign: 1.
Ads. 4.
Target persona strategy: We analysed historic university data to create a target audience
of the campaign. During the test phase, we
optimised keywords and campaign bidding
relevant colleges and organisations in addition
daily, in addition to regular creative testing. This
to keywords and target location setup. Once we
early-stage phase also involved organising a
had identified the right audience and keywords,
sample calling campaign, with updates made
research was conducted on target cities,
to qualifying questions following intelligence
colleges and industry lead sources before
sourced from the initial lead qualification
making a test audience recommendation. Campaign setup: We used our research
insights to design campaign USPs that spoke to the target persona in the target regions. Suggestions were then made on how to
enhance the recruitment campaign creativity, messaging and parameters across Facebook, Instagram and Google. 3.
Test campaign: With three test audiences
utilising the different parameters in place for
insights to analyse the CPQL, we identified the
highest-performing audience from phase one
persona. Our audience research covered
2.
Phase one evaluation: Once we had enough
process. 5.
The final stage of the lead generation
campaign involved refining and finalising
audiences, creatives and web form qualifying questions to run the remainder of the
campaign effectively. We implemented additional strategic targeting with
optimisations on target placements, campaign
timings and devices. During this time campaign reports were delivered weekly with additional university meetings.
Outcome Our MBA programme digital lead generation
The US business institute was extremely happy
significant improvement in CPQL, we achieved
to a mandate for Acumen to run a similar digital
process had astounding results. In addition to a a huge improvement in the number of MBA
applications started and submitted for the client.
with the results for the India campaign, leading recruitment campaign in Indonesia and the Philippines.
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.