ANU - Centre for Continuing Education
Our Client
The Australian National University’s Centre for Continuing Education provides recognition at a graduate level for working professionals. It provides a great opportunity for personal and professional development to all those enrolled in the micro-credentials. These micro-credentials offer a new and innovative way of learning that benefits their industry, the government, and the community.
Their Challenge
The digital ads and EDMs for their micro-credentials needed to target certain niche groups as each micro-credential served a different industry. There was also a need for educating the audience on the benefits of micro-credentials and how it will accelerate their career.
Our client wanted to target their specific audience accurately on an international scale. The main goal was to attract a high number of potential students from all over the world and increase the attendance rates of their events. They also wanted to engage students living in remote areas to help them access scholarship opportunities. We stepped in to promote the Crawford School’s capabilities in areas beyond Canberra.
Our Action
Once we understood the requirements from ANU - CCE, we conducted a thorough market study, and narrowed down certain:
- Target Groups
- Industries
- Platforms
Throughout the project, we worked on multiple facets of the business including:
Paid Ads
Social media campaigns were particularly useful in reaching the right target audiences of potential students. Pay-per-click campaigns brought a high volume of new traffic to relevant websites and information sources. We used platforms such as Google, Facebook, Instagram & LinkedIn to hone in on the right target audience.
Display & Search Ads
In order to further optimise the campaign and get ANU-CCE in front of their potential audience, we also ran multiple display and search ads on Google. We assisted by creating the graphics, videos and running the campaign which garnered a great response.
Video Creation
Our team of experts created engaging videos for each micro-credential, providing more information on topics to be covered, learning outcomes and additional details in an interesting and creative way. We assisted ANU- CCE through the entire process, from writing the script, to recording voice-overs to the final video production while making sure it was constantly in line with the brand guidelines. These videos were also added to their Youtube channel to increase their reach.
Email Marketing
We worked with ANU to write, design and create emailers that were sent out to potential clients within the industry. We also segmented the audience based on their sign ups, to ensure we only approached the right set of clientele.
Search Engine Optimisation
- Intensive SEO strategies were used to increase traffic to the website
- Delivered the targeted information to a variety of audiences of potential students
- Strategic international SEO strategies generated relevant traffic from across the world
Paid Campaigns
- Search marketing campaigns increased relevant leads
- Campaigns for cybersecurity courses were implemented to attract the right target audience that was interested in studying the topic
- Awareness of events and scholarship opportunities was also raised using paid campaigns
- Social media campaigns were particularly useful in reaching the right target audiences of potential students
- Pay-per-click campaigns brought a high number of new traffic to relevant websites and information sources.
Display Advertising & Social Media Advertising
- Various forms of display ads were used over a range of platforms to increase the audience's interest in studying at the Crawford School
- Display advert creation and graphic design
- Video ads campaigns launched on YouTube effectively generated many leads
- We carefully collated and implemented the brand guidelines across all designs
- Video ad creationOur Results
- Total of 3.67K Clicks with a CTR of 3.72% for Search Campaigns Run in 23 Countries
- 1.24M Impressions with 9.51KClicks for Display Campaigns
PPC
- Total of 3.67K Clicks with a CTR of 3.72% for Search Campaigns Run in 23 Countries
- 1.24M Impressions with 9.51K clicks for Display Campaigns
Our Results
For search campaigns
- Achieved a CTR: 6.94% - Strong CTR when compared with the industry standard which is at an average of 3%.
- Achieved a Conversion Rate: 89.44% - Excellent compared to the industry average of 3.48%. There were months we even achieved 95% conversion rate.
- Total conversions 8.1K - Conversions here refers to page visits & course registration clicks.
