A data driven plan to improve campaign performance

WBS have a clear vision.

They aspire to become a world leader in business education, research and engagement. To achieve this they needed to recruit high quality students and raise the profile of the school and it’s various programmes through a fully integrated marketing campaign, that included digital, print, email, business education sites and social media, targeting the UK, EU and the rest of the world.

In particular they were looking to achieve an improved quality in applications, academic ability and diversity (gender, country and sector), and also increase awareness of their brand. They were also keen to map and track all advertising conversions to recruitment activity and outcomes using their new CRM system.

A detailed and complex strategy was required

We devised a content led approach, using multiple channels and inventory (City AM content hub, Top MBA articles and webinars, European Business Review articles) to bridge the recruitment campaigns and thought leadership activity. We also created multiple media plans that despite different audience targeting all worked in support of one another.

We focused on recruiting to full time, DLMBA, Exec MBA, DBA and Exec Ed portfolio, directing multiple targets and entry points to the Warwick and London campuses. We developed detailed social strategies and aligned them, and all reporting, into our ‘See Think Do’ content framework. Such a detailed reporting structure also allowed us to create a benchmark for all future activity.

Our data driven approach left no stone unturned

Reporting beyond the ‘apply click’, we tracked to completed application, programme, entry point, location, media channel, message/inventory and eventually potential fee revenue upon enrolment.

We truly partnered with WBS too, aligning our team structure with theirs to create closer working relationships and areas of responsibility. The agility of our campaigns also demanded weekly performance calls and detailed monthly reporting.

We achieved measurable results

A predominantly digital campaign with some tactical print ads, we used DoubleClick tracking across all activity to measure performance and impact.

The results speak for themselves.

• 5,667 post experience apply clicks were tracked
• 58 DBA applications tracked
• 919 post experience applicatons were tracked (16% conversion rate)
• 7,964 post experience related brochure downloads