Webinar Recruitment: USA & India Lead Generation & Engagement Campaign

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Webinar Recruitment:

USA & India Lead Generation And Engagement Campaign


The Acumen challenge Generate new student enquiries and applications for a top-rated medical school with a limited promotional budget.

Background Acumen digital marketing services for higher

Our client, a leading medical school, tasked us

clients to recruit qualified international students.

enquiries for their recruitment webinars.

education institutions assist globally-minded

with generating a pool of potential applicants and

Social media campaign and webinar event overview

Channels

Facebook, Instagram.

Campaign duration 6 weeks

Results snapshot

500+ enquiries, 50+ serious prospect interactions.


Our strategy Operating with a limited budget, we devised a

guidelines to develop engaging campaign

leads, with webinar engagement as the goal. The

campaign then went live across Facebook and

social media campaign to generate high-quality

creatives. The social media webinar recruitment

campaign was implemented across four stages: 1.

Identify delivery platforms: Our campaign

specialists utilised their knowledge of digital

Instagram. 4.

marketing methods to filter the range of social

audience in line with the CPQL metric. Based

were chosen as the delivery platforms for the

on the initial lead sample evaluation, our team

medical school recruitment campaign, due to

provided a recommendation for the best

the ‘cost per qualified lead’ (CPQL) metric. Market testing: We conducted in-depth

discussions with the client before finalising the

initial target audience and qualifying questions

for the campaign. A split-test of three audience sets was implemented with the following

parameters: interest, demographics, target cities, look-alike audiences. 3.

generated, we arranged a quality test by calling a sample to evaluate the best performing

media options. Facebook and Instagram

2.

Lead verification: With the initial set of leads

performing audience to target for the main campaign. 5.

Campaign optimisation: With a focus on the

strongest audience, we refined the campaign to optimise ad placements, display day

and time, to generate an optimal return on investment.

Campaign setup: Once campaign USPs were confirmed to appeal to the target audience and geography, we worked within brand

Outcome We developed effective messaging that resonated with the local audience. As a result, our social

media campaign yielded 500+ enquiries, with 50+

serious prospects interacting with the medical school through webinars.

“After 1.5 weeks of the India digital campaign, we see that the registrants for the Info sessions are coming in steadily. Of those registrants, the callers in India have 10 new applicants. Great job everyone.”


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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