Purpose
Digitally showcase Western University sort-after options for Indian and Hongkong students who are considering foreign education.
Brand Overview:
Western University, based in London, Ontario, Canada, is a prestigious public research institution known for its 150 yrs. academic excellence. Offering a diverse range of undergraduate and graduate programs across 12 faculties and schools, Western University stands as one of Canada's top-ranked universities
Context:
Western University wanted to increase its presence in India and the Hong Kong region for selected UG and PG courses. Students.
Challenges:
- Limited Brand Awareness: The primary issue identified was low brand awareness. Western University was not widely recognized in the target regions, hindering its ability to attract prospective students
- Affordability: Targeting students who can afford Canadian education.
- Ineffective Audience Reach: The university faced difficulties in reaching and engaging with the right audience interested in studying abroad in Canada.
Action:
To address these challenges, a comprehensive digital marketing strategy was implemented, leveraging various platforms and tools to maximize outreach and engagement.
Marketing Tools Used:
- Google Adwords: Targeted advertising on the Google search engine to capture the attention of individuals actively searching for study abroad opportunities. 3 Platforms used Google Search, Double Click Network, and Youtube.
- Facebook Business Manager: Strategic use of Facebook ads to reach a broader audience and engage with potential students through the platform's diverse targeting options.
- Bing Advertising: Utilization of Bing Ads to expand the reach beyond Google and tap into a different segment of the online audience.
- Quora: Participation in relevant discussions on Quora to establish expertise, answer queries, and indirectly promote Western University's programs.
- Affiliates: Several affiliate websites and databases have been used to reach out to the students based on their interests.
- Google Analytics and Google Tag Manager: Implementation of analytics tools to track campaign performance, analyze user behavior, and optimize strategies based on real-time data.
Results:
The implemented digital campaigns yielded significant positive outcomes for Western University:
- Increased Prospective Student Engagement: The comprehensive approach resulted in a substantial increase in engagement with prospective students in India and Hong Kong.
- Enhanced Brand Visibility: The targeted use of advertising platforms and strategic participation in online discussions contributed to a notable boost in brand awareness.
- Successful Student Applications: The campaigns successfully attracted a considerable number of student applications from the target regions, addressing the initial challenges faced by the university.
In conclusion, Western University's collaboration with Blue Digital proved to be a successful endeavor, showcasing the effectiveness of a well-executed digital marketing strategy in overcoming challenges and achieving outreach goals.
In the above case, we have not revealed any numbers like the total budget or budget split under the platforms and applications received concerning UG and PG courses. We were not allowed to showcase these numbers except the brand team officials. We respect brand contract terms.
