without losing cultural identity!
Six Nations Polytechnic (SNP) is a unique post-secondary organization, recognized by community, government and institutions of higher learning as a Centre of Excellence for Indigenous Knowledge. SNP is located in Canada’s most populous First Nation and offers post-secondary education and training that focuses on the preservation, application and creation of knowledge specific to Ogwehoweh languages and culture.
Perceptible worked with SNP to develop a robust integrated marketing campaign, including digital and traditional out-of-home advertising. This helped to generate 56 applications in the span of 3 months, even after the prime application time period had passed!
6 landing pages with application forms
Google Search & Display Network Advertisements
Bing Search & Display Network Advertisements
Bus shelter and on-bus advertisements
Media planning and media buy for digital advertising
Analytics and campaign culmination reports
Day-to-day monitoring and adjustment to digital advertisements
It's important that SNP continues to promote and strengthen Indigenous Culture, but Perceptible believed that a large student demographic was being left out and alienated by Indigenous focused marketing initiatives. As such, Perceptible proposed less cultural focused integrated marketing campaign that would target potential students based on their career interests, rather than their cultural background. This is where SNP4ME was born.
SNP provided Perceptible with a list of 5 key programs that they wanted to increase enrolment. From this list, Perceptible created 6 landing pages; 5 program specific landing pages and 1 general landing page that provided links to the program specific landing page.
Several target audiences were developed, with specific demographics and psychographics for each of the programs that SNP needed to increase enrolment in. Geographically, the out-of-home advertisements were placed in Brantford to promote attendance at the Brantford campus in a high-populous region. The digital advertisements were geographically targeted to reach potential students within driving distance of both the Six Nations and Brantford campus (roughly 40km around both).
An omni-channel approach was used in advertising the SNP4ME landing pages, with advertisements placed in Google Search & Display, Bing Search & Display, Facebook and through traditional out-of-home placements in bus and bus shelters within the geographic targeted area.
Target audience focused image and text creative was developed for each individual program, and the general SNP4ME landing page. Throughout the campaign, all digital advertisements were monitored and adjusted to maximize impact.
Out-of-home creative focused on driving traffic to the general SNP4ME landing page, since there was less accuracy in determining the specific audience. This way, visitors would be guided to choose the program path that best suited them.
Google and Bing advertisements required special attention to creative, as display advertising allows for image and copy, but search is limited to copy alone. Perceptible generated 24 individually tailored advertisements for maximum impact on search and display for both Google and Bing.
For Facebook, Perceptible adapted the digital ad creative to comply with Facebook's '20% text' rule, keeping the messaging simple and direct. Perceptible then created copy to accompany the advertisements, explaining the benefits of SNP and each individual program in as few lines as possible, making the ads effective for all display formats.
SNP provided Perceptible with a list of 5 key programs that they wanted to increase enrolment. From this list, Perceptible created 6 landing pages; 5 program specific landing pages and 1 general landing page that provided links to the program specific landing page. A simple, multi-step webform was created to allow visitors to quickly send inquiries to SNP, which could be used to generate leads and followup for applications.
Over a 3-month period SNP received more inquiries (145) and applications (56) than it had in the previous year for the programs advertised in the campaign. The traffic on the website increased by 55% and has since stabilized at a higher number than it had been months before the campaign began. During the campaign, the SNP4ME and existing Six Nations Polytechnic website saw 22,444 new visitors. The entire advertising campaign (digital and traditional out-of-home) resulted in a 0.89% conversion rate.