Winner
2020 Best Marketing Automation in Content Marketing - Content Marketing Institute Awards
2020 Best Annual Always-On Content Strategy, Bronze, Content Marketing Association Awards (Global)
2018 Best Content Creation for Digital Media with the Eir Spiders - Spider Awards
The challenge
To drive postgraduate applications to the University of Limerick; increase awareness of UL’s USPs for its postgraduate offering; reach, engage and convert audience segments; build attendance at UL PG events, and maximise the opportunity for UL to get front of mind ahead of competitor universities.
What we did
UL faced stiff challenges in its postgraduate drive: its website was difficult to navigate, its analytics hadn’t been set up, it didn’t use email marketing, and its faculties were siloed.
UL needed to unify its channels to compete, with a custom-built postgraduate hub and pivot to HubSpot for an integrated inbound marketing campaign across bespoke workflows.
Tactics included:
-
A custom postgraduate hub built in HubSpot to house the relevant student stories, ebooks, assets, and blogs.
-
Detailed email workflows to nurture prospective students and an integrated inbound strategy.
-
On-campus awareness including campaign videos, digital screens, events and student ambassadors around the college.
-
Google PPC, retargeting, display banners and ads on relevant third-party news sites.
Key to the success of the campaign was the emphasis on the audience of one: with so many workflows and smart content, UL could determine the information that mattered to prospective students and market accordingly, including everything from potential course options to faculties and where they lived.
How it looks
