Westford School of Management is a well known name in UAE for providing quality education at graduation and post graduation level. The college is known internationally as well, having tie-ups & programs with some prestigious international bodies.
UAE higher education market is getting stiffer competition day by day. With host of colleges including international names such as Hariot-Watt, Harvard & INSEAD now present in UAE market providing distance learning courses. The increased competition posed a challenge for Westford to keep adding new students.
Westford had a campaign running on search advertising. However, the performance of the campaign was not great and a constant decline in number of leads was the trend. We set out with search advertising initially, creating exclusive landing pages for each course and adjusting the campaign accordingly. This brought down the cost per lead significantly though the number of leads achieved were still low.
To increase the leads we added Content and Re-Marketing ads in our campaigns. Course specific advertisements were created and populated to have a better connect with the target audience. To tap the users who came once but then left, we deployed Re-Marketing with a different communication to trap the interested users. We also did a study on when the leads were most likely to come on basis of time of the day and day of the week.
We still saw scope of improvement in the campaign. A competition analysis was done; here we found that in terms of design and presentation we were a bit behind in comparison to the international colleges. Hence we redesigned the Landing Pages for the campaigns, making sure that they are worthy of an international level institute.
Before we started the campaign the Cost Per Lead for Westford had been around AED 110/-, which seemed reasonable to the team at westford
but not to us. We brought the CPL down by almost 45% and also increased the number of leads to 150+ quality leads in a month.
