Our brief was to promote specific, attractive and authentic benefits to high calibre prospects and provide them with a clear and direct opportunity to engage.
There was a rich seam of existing research to explore, from focus groups to creative testing. We mined this to gain some valuable insights, while listening to feedback from front-line staff, analysing the last campaign and exploring wider market trends. Equipped with this knowledge we set out to develop an inspiring campaign to convert interest into action.
How can a global recruitment campaign target exactly the right audience and then get them to act?
Our core proposition was centred on the Business School’s global reputation. But we also created value propositions and targeted messaging for 11 specific campaigns.
These reflected core products and specific courses which were either new or had struggled to convert applicants in the previous year.
Creatively, we developed an identifiable design framework to achieve standout and increase profile and recognition. Colour use, animated assets, messaging substantiated by proof points and calls to action (CTA) were segmented for each targeted audience.
Our ads were designed for multiple online formats.
Invitational calls to action such as personal consultation, webinar, find out more, were designed to maximise data capture opportunities and drive incremental engagement throughout the decision making process. Each CTA had its own unique colour and was visible on every frame to encourage click throughs.
To determine the most effective CTA, we used split testing. Tagged urls were appended to all activity to track source, click through rates (CTR) and quality of sessions for each piece of creative – enabling regular measurement and conversion rate optimisation throughout the two campaign bursts. We also reviewed and adjusted existing web pages to create specific campaign landing pages, so users who clicked through from an ad accessed relevant content.