International promotion of new post-graduate and masters programme leads to over subscription in year 1.

Digital Marketing | Strategy | PPC Campaigns

The Client

One of Ireland’s most established Universities.

Industry

Healthcare/Education

The Brief

We were approached to develop a brand strategy and communications strategy for a newly released online graduate course in further medical education to a global medical audience.

The Challenge

While the programme was accesible online, ensuring the effective reach of international prospects in over 20 countries required a targeted and fresh approach to ensure client objectives were met. Course costs were a large consideration in our promotional and campaign strategy.

The Idea

The project commenced with thorough international market research of competing courses in educational institutions both on and offline to determine the unique selling points of each. This research coupled with intensive value proposition workshops with university course coordinators, lecturers and potential students enabled us to solidify the clients unique offering in this space. The objectives of the promotional strategy were to create awareness of the new online course offering, to ensure a minimum number of students (who met the eligibility criteria) registered by Summer 2016.

Conscious that the international target audience would need to be tech savvy to participate in an online course, our proposed promotional strategy was predominantly online focused. The success of the online strategy depended greatly on the creation of a new website which attracted the target audience and provided relevant content allowing them to easily identify themselves as potential candidates for the course. The site was promoted using a combination of Pay Per Click advertising in relevant target geographies and creative email marketing campaigns to highly segmented mailing lists.

The Results

The campaign was highly successful and saw the course being over subscribed in its first year. We continue to work with the university in the promotion of this ever popular programme.

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