OBJECTIVE:
- Connect Monash Business School with key prospective student audiences.
- Run comprehensive and innovative campaign onsite and via email, mobile and social media.
CAMPAIGN PERIOD: 12 months
IMPLEMENTATION:
- Always On’ display media—including skins, leaderboards and banners—during campaign.
- 4x Native Content articles on “studying business”, each accompanied by eLearning quizzes to demonstrate comprehension of key editorial and promotional messaging.
- 4x targeted SMS sends to local catchment and eDM sends (reaching 360,000 recipients) with timed messaging around ‘open days’, ‘change of preference’ and ‘high school graduation’.
RESULTS:
2 MILLION+ Number of impressions delivered
9% Click-through rate on targeted SMS
3 MINUTES Higher than average time-on-site for native content
