BACKGROUND
Differentiate Six Nation’s Polytechnic (SNP) and set them apart from other higher education institutions yet retain a real sense of openness and diversity to non-Indigenous applicants.
The objective was to increase applications to SNP programs and drive awareness of their offerings, while re-branding the institution as a place for higher education not only for Indigenous people.
+50%
+41%
+35%
+20K
CAMPAIGN GOALS
Increase applications to SNP programs and drive awareness of their offerings while re-branding the institution as a place for higher education not only for indigenous people.
The rate of enrollment for the institution was lacking and it needed a kick-start. This is where Intelligent Marketing came in.
SOLUTIONS
Perceptible created the “Education for Everyone” campaign. It was transformational and delivered a new level of local interest and student enrollment, something that had been missing prior to the planning exercise.
The approach along with a new brand and web presence utilizing the power of digital marketing was an enrollment game changer.
CUT THE FAT. FOCUS ON CUSTOMERS THAT ARE PERFECT FOR THE PRODUCT. DRIVE DEEP E2E MARKETING FUNNEL THAT PERSONALIZES EXPERIENCES FOR THE CUSTOMER.
In today's world laser focus, targeting of your key customers and personalizing their experience is critical. Messaging key value propositions and being concise in the offering helps build a more highly qualified marketing funnel. Through building brand awareness, building content that creates interested and engaged users, driving a high volume of qualified traffic, segmenting traffic into different audiences, customizing the re-targeting experience, building advocates in the major social channels through product delight and most of all driving digital thought leadership through high value content and masterful storytelling has enabled us to WIN big.
CAMPAIGN TACTICS
- Create a fresh new campaign “Education for Everyone” that puts SNP in a different light to potential students and applicants.
- Built a long-term Strategic Enrolment Marketing plan to meet short term and long-term strategic requirements.
- Instead of focusing on a broader and more national reach, marketing initiatives and budgets where focused more on localized initiatives.
- Customer personas were built and targeting, narrative and messaging were customized for them.
- Rebrand and focus to ensure that SNP was positioned for openness and diversity to non-Indigenous applicants.
- Created a cross-device customer journey that made it easy for users to navigate and consume consistent messaging.
SOLUTIONS
- Perceptible created the “Education for Everyone” campaign. It was transformational and delivered a new level of local interest and student enrollment, something that had been missing prior to the planning exercise.
- This approach along with a new brand and web presence utilizing the power of digital marketing was an enrollment game changer.
- A long-term Strategic Enrolment Marketing plan was developed and implemented to ensure the school’s immediate enrollment goals were met and future enrollment goals are surpassed.
- SNP’s new brand and marketing positioned them as a credible institution of higher education for everyone, focusing on valuable Indigenous Knowledge and education as well as focused skills training for everyone locally who is interested in learning.
INTELLIGENT MARKETING RESULTS
+50% YoY INCREASE in applications/enrollments. Overall +35% Increase in CVR (conversion rate). Increased the monthly visits to the site by 31K Monthly Visits.
41% Increase in Traffic. By going narrower instead of broader and by re-branding the institution as a place for higher education not only for indigenous people the school's enrollment goals were met quickly and future enrollment goals are surpassed.