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in PR coverage
social media and AdWords impressions
website page visits
Digital was the obvious solution to reach, connect and engage with potential applicants and their influencers (parents/guardians, teachers and communities). The 4-month digital campaign was supported with a radio advertising campaign, a public relations campaign and direct marketing.
Our campaign first focused on developing content and a creative concept, with information that learners would find valuable, especially during the lockdown period when many were unsure whether they should still enrol for tertiary studies or not. Content consisted of articles, social media posts, videos, images and infographics.
The art direction for this campaign involved converting beautiful images of the University, its surroundings and its people into a series of hand-drawn illustrations. Almost 100 unique, illustrations were created throughout the campaign. These doodled representations helped prospective students identify with the brand and the campaign.
The campaign was anchored by the application page on the University website, which underwent considerable SEO restructuring and had content added to capture and engage with potential applicants. Hashtags were created to link all content back to the application page.
A series of videos was created to encourage prospective students to consider the University as their first choice for their 2021 studies. Areas of focus included the application process, available courses and the campuses. The videos were used as part of the social media campaign and as YouTube ads.
The digital campaign, consisting of social media, Google advertising, SEO, public relations and direct marketing, focused on providing relevant and valuable content, while driving applicants to the application page where they were converted into applications.
Click through rate: 0,86% (Industry Average: 0,2%)
Conversions: 29 538
Click through rate: 28,07% (Industry Average: 3,17%)
A database of 114 045 potential applicants was developed during the campaign. Through a direct email and SMS campaign they were encouraged to visit the University website to complete the application form.
The social media campaign focused on posts with engaging and informative content, linked to a lead page where potential applicants were captured and directly targeted through an email and SMS campaign. Using a Facebook lead form, over 15 000 additional leads were generated and inserted into a direct marketing workflow.
The campaign was supported with a radio campaign to reach prospective students living in remote areas, where internet access is limited or not available.
A PR campaign, with a series of press releases and media interviews, positioned the University as a thought leader on the topic of 2021 university applications and pre-graduate studies.
Our engagements with Stratitude have been exceptional. They have delivered excellent work and we have been able to yield outstanding results in a period filled with much uncertainty, within the diverse and unequal markets that Nelson Mandela University service.
Senior Director: Communication and Marketing
Nelson Mandela University
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