Services provided
- Campaign strategy
- Multi-channel advertising
- Lead generation
- Content creation
- Performance tracking and reporting
The challenge
University of Limerick (UL), famously known as the ‘Home of Firsts,’ wanted to increase undergraduate applications and boost their brand presence with a comprehensive awareness campaign for 2023/24. With state-of-the-art facilities and a vibrant campus life, UL has always been committed to providing top-tier education. But in an increasingly competitive landscape, they needed to stand out online and show why UL is the first choice for students.
What we did
Having partnered with UL for eight years, running multi-award-winning campaigns, 256 understood their vision and challenges. We knew this required more than a typical campaign – it needed a 360 approach. Here’s how we did it:
Strategic planning: We started with a deep dive into UL’s brand and audience. Understanding what prospective students valued most, we created a strategy that resonated with their aspirations and needs.
Multi-channel advertising: We launched a dynamic campaign across Google Search, Meta (Facebook and Instagram), TikTok, YouTube, and Google Display Network. We selected each platform for its unique strengths in reaching and engaging the target audience.
Engaging content: We helped bring the UL experience to life through compelling content, featuring real students, created in collaboration with UL.
Remarketing and lead generation: We re-engaged interested users, offering them valuable content like the undergraduate prospectus. This approach ensured we captured high-quality leads that were ready to take the next step.
The results
Our 360 campaign was a big win for the University of Limerick. With 27 million ad impressions and 16 million video views, UL’s presence was stronger than ever.
The real success was in the engagement. We generated 271,000 clicks to the website, with a 9.43% click-through rate – much higher than the industry average of 1.38%. This impressive CTR led to over 5,000 prospectus downloads, a 190% increase from the previous year.
Our strategic approach made all the difference. By leveraging multiple platforms and sharing rich, engaging content, we drove a record number of undergraduate applications for UL.
This holistic strategy ensured UL stood out in a competitive market, showcasing the university’s unique strengths and making it a standout choice for undergraduates.
How it looks
