Case Study:

Graduating to digital

Getting the new crop of students to apply for university online …

The issue

Our online university client needed to improve effectiveness of newer digital activity, like Search, alongside their traditional media channels including TV, Radio, OOH, Print and Events. They also needed to determine whether a national campaign strategy was more effective than state level.

What We did

Multi-layered, time-series econometric models measured the impact from both state level and national campaigns, evaluating the effectiveness of each media channel. We quantified the impact of these investments in driving web visits, online activity (Google trends) and in driving actual online applications for course admission.

The outcome

TV, Radio, Google Paid Search and Google Retargeting delivered the strongest ROIs and the national campaign strategy significantly outperformed each of the state-level campaigns. Optimisation simulations projected a 12% increase in leads (+30,000 leads) and a 10% increase in total admissions. Continued improvements to their marketing mix activation have tripled admissions over the past five years.

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