Target Persona Marketing: MBA Programme Digital Lead Generation

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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


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


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.

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