Client
Digital Lead Generation for the University of Birmingham’s Online Degree Programmes
Services
Packaging, Branding, Email Marketing, Affiliate Management
Year
2018-2022
Industry: Education
Introduction: The University of Birmingham, a renowned Russell-group University, embarked on a new venture into online degree programmes with a flagship Online MBA.
Initial Position: While boasting a prestigious reputation in traditional education, the University’s foray into online degree programmes was uncharted territory.
Objectives
The primary goal was lead generation – sourcing high-quality leads who might transition into actual students. The success of the project was gauged on three major KPIs:
- Cost Per Lead (CPL)
- Cost Per Application
- Cost Per Start
Challenges
- Brand novelty in the online degree sector despite their esteemed status in traditional education.
- Intense competition, especially in the Online MBA market.
- The project was constrained by a limited budget, making cost-effective quality lead generation paramount.
Services Provided by Buoy Digital
- Paid advertising across Google Ads, programmatic channels, and paid social platforms, emphasizing Meta and LinkedIn.
- Leveraging LinkedIn’s targeted capabilities to connect with professionals aiming to augment their skills.
- Maxing out share of voice on search to ensure we dominate branded terms and out compete competitors on MBA related terms in the UK and Europe.
Results
- On Google, in key markets, a consistent CPL of around £80 was maintained, out of which 4-5% transitioned into enrolled students.
- Through paid social avenues, an impressive lead volume was achieved at approximately £15 per lead. However, conversion into actual students was comparatively lower, with a range of 1.5-2.5%.
- The CPL was notably 20% below the benchmarked KPI, showcasing the efficacy of the digital strategies employed.
Conclusion
Buoy Digital’s strategic approach in harnessing the power of targeted paid advertising enabled the University of Birmingham to navigate the complexities of the competitive online education market. By achieving a CPL well below the benchmark and effectively reaching out to potential students, the campaign underscored the potential of well-placed digital marketing strategies in the education sector.
