Purpose:
To establish a strong digital presence for eligible students to meet Canadian Education partners in 5 cities' Education fairs.
Brand:
EduCanada is a collaborative initiative between Global Affairs Canada and Canada’s provinces and territories via the Council of Ministers of Education, Canada (CMEC).
EduCanada brand:
Highlights Canada’s top-notch education offerings.
Is an official trademark of the Government of Canada, protected and registered in over 100 countries.
Is prominently featured at education promotion events organized by the Canadian Trade Commissioner Service
Challenge:
EDU Canada aimed to digitally promote their education MBA tour targeting Indian students from major metro cities such as Delhi, Mumbai, Bangalore, Hyderabad and Chennai. The goal was to facilitate meetings between students and college representatives to explore studying opportunities in Canada. Several challenges were encountered:
- Segmented Marketing Campaigns: Tailored campaigns were designed specifically for the 24+ age group, ensuring messaging and content resonated with their interests and needs.
- Lead Contact and Filtering: Leads generated from online campaigns were promptly contacted and categorized based on their level of interest and engagement, enabling focused follow-ups and nurturing.
- Ongoing Communication Channels: Utilized SMS, email, and phone calls to maintain regular communication with leads, providing event details, updates, and reminders leading up to the Education Fair day.
Action Taken:
- Develop a dedicated website for the Education Job Fair by EduCanada
- Launch targeted campaigns on platforms like Google Ads, Facebook Ads, and through various Affiliate Marketing.
- Implement lead management strategies including lead segmentation, contact, and communication via SMS, email, and verification by phone calls to promote the education fair details.
Results
The efforts led to:
- Successful digital reach out to about 1200 student contacts in each city.
- Quality students presence of about 120+ students at each event.
This case study demonstrates EduCanada’s commitment to promoting Canadian education globally through strategic digital initiatives and targeted outreach campaigns. We repeated the activity for 3 consecutive years.
