St George’s, University of London
Increasing applications during a global pandemic
CASE STUDY
The Challenge
After successfully increasing reach, engagement & application/enrolments for 2019 intake, we were challenged by St George’s, University of London to do the same again for 2020, but this time during a global pandemic.
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- To increase postgraduate taught degree UK applications & enrolments.
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- Specialist courses within a highly competitive marketplace.
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- Growing uncertainty amongst prospective students, due to switching to virtual learning solutions.
The Solution
Summary of the solution:
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- Examined the audience needs using advanced search intent analysis, across various stages in the student conversion journey.
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- Developed & managed an integrated brand & subject level PPC strategy, using the very latest in Google beta products & best practice.
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- Produced and evolved a custom remarketing model, tailored to different audience segments, including episodic messaging & use of various niche & premium media placements.
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- Carefully monitored, measured & evolved messaging, copy & artwork to reflect the changing needs of the prospective student, throughout COVID-19 lockdown.
Results
Our campaign was seen by over 25,000 prospective students, with over 33,000 clicks through to landing pages and generating over 385,000 impressions across all platforms. We were also able to reduce the cost-per-clicks (CPC) by 62%, averaging at a £0.08 CPC across Google Display.
We’ve thoroughly enjoyed working with Arke on this campaign.
They listened carefully to our brief and took a personal, responsive and adaptable approach.”
Marketing Manager, St George’s, University of London
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