Campaign Background
Amidst the uncertainties under the Covid-19 pandemic, education is experiencing a fundamental reformation shifting from offline to online. Around 1.38 billion of learners are impacted globally. Yet, studies suggested that online learning is not only a reaction plan tackling challenge brought by Covid-19, but also an integral component of the future development of education.
Under the rise of EdTech era, universities and tertiary institutions start to adapt to online channel for student recruitment. The first possible scenario is tertiary institutions having more adapted program delivery methods to cater for students who wish to study online. For instance, online MBA program is getting increasingly popular among those who are too time-poor to purse traditional on-campus courses. Another possible scenario relates to universities’ online information session on overseas study opportunities, not only a replacement for on-site education fair and orientation, but also an essential channel to drive admission to both online and on-campus programs.
Our client is one of the top universities in Hong Kong and one of the fastest-growing universities globally. Apart from being a highly recognizable tertiary institution, our client also delivers MBA program which Financial Times ranked the world’s top 20.
Challenge
Client faced both market and online challenge in promoting and recruiting potential students for their MBA program.
Objective
In response to these challenges, Client set up two corresponding objectives they wished to achieve in this campaign.
Deploying a data-driven framework is the key to formulate international enrollment strategies. A better way to integrate the diversity of profile and a more systematic way for segmenting new target audience.
Special Audience Segment Targeting
In response to these challenges, Client set up two corresponding objectives they wished to achieve in this campaign.
1. Overseas Study Potential Segment
Comparing with the traditional education segment which is solely based on campaign interest, with relatively lower accuracy and more wastage, the new “Overseas Study Potential Segment” are derived from examining the Geo-Location Data and App Preference of the users. The new segment can precisely map out audience that are closer and direct to the interest in commencing overseas studies, including both online and on-campus courses.
2. Strong Financial Background
Through collecting and analyzing Location Data, App Preference and Consumption Data of the users, we further map out the audience who has a stronger financial background. They are more financially capable to afford the tuition fees and expenditure on overseas studies. By leveraging the digital profile of these potential students, universities could tailor their ad delivery and thus improve institutional strategies.
Outcome and Achievement
Synergy Effect: We have further classified two different tiers of audience to apply lookalike modelling in order to expand the audience pool.
Flexible Application: The implementation of a data-centric approach not only confined to High-End Overseas Education, but also extensively applicable to tertiary education in multiple dimensions.
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