CASE STUDY: FINDING WAYS TO ENGAGE WITH PROSPECTS
UNIVERSITY OF EAST ANGLIA
To get prospective students to enrol, the University of East Anglia needed to engage applicants in a way that made their courses feel irresistible and transform interest into action.
CHALLENGE
The University of East Anglia had a large pool of applicants who had expressed interest in joining them. But the university needed these prospective students to commit.
SOLUTION
Our solution was to use personalised video marketing. A more engaging medium than direct mail, especially for teenagers. Tapping into the university’s applicant data, we produced thousands of powerful personalised video assets for applicants around the globe. We worked closely with our client and their partners to drive new value from existing video resources.
OUTCOME
The university had so much success with personalised video marketing, they were able to eliminate the direct mail element of their outreach altogether.
THE NUMBERS
Across the 388 contacts in the UK-based audience, CTRs also rose above 21% and, more importantly, 29% of the international group went Firm/Insurance, while a full 52% of the UK group did so.
- 800+ % ROI
- 24% CTR
- 68% conversion rate
Engagement takes CREATIVITY
Personalised video marketing became the channel of choice, because it’s a more engaging medium than direct mail.
Engagement takes ORIGINALITY
With limited time and budget, we leveraged existing videos to drive new value from these assets.
Engagement takes INDIVIDUALITY
By repurposing mass market content, the university could apply data-driven automated personalisation, right down to the individual level.
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