ESIC - Education

Lead acquisition
model evolution
thanks to
influence
Marketing

How to help the enrolment process when it is a seasonal process

THE CHALLENGE

When it comes to education, the only way we can take in order to attract leads is to search for innovation and constantly renew the strategy. This sector is increasingly competitive in the digital environment, especially when facing the pre-university target market which is more and more empowered everyday when making decisions about their future.
We were faced with a new paradigm that calls for new forms of communication and contact. We need innovative and relatable formulas that speak our user’s language and understand how to generate engagement and influence through the correct channels, messages, and people.

DISCIPLINES

Strategy, Paid Media (Programatic, Display y Social), Data & Analytics, Social Media & Project Management.
Imagen de fondo

Our approach

Creation of a unique experience in the education sector.

When it comes to education, the only way we can take in order to attract leads is to search for innovation and constantly renew the strategy. This sector is increasingly competitive in the digital environment, especially when facing the pre-university target market which is more and more empowered everyday when making decisions about their future.
We were faced with a new paradigm that calls for new forms of communication and contact. We need innovative and relatable formulas that speak our user’s language and understand how to generate engagement and influence through the correct channels, messages, and people.
Imagen de fondo

What did we do?

Ideation of a scalable and replicable model

Our main objective was to help the enrolment process and increase their revenue as their process is seasonal. We devised a model for digital events that could take place at any time.

  • KOLs (Key Opinion Leaders) search and management
    We carried out an intense search process among current leaders’ opinions based on two fundamental axes: market and impact on the audience. We also carried out all related end-to-end management.
  • Fundraising strategy definition
    We devised, carried out and optimised the digital media recruitment campaign (programmatic, display and social), impacting the right audience with the right message. In addition, we also enhanced the generation of quality leads and conversions.
  • Data collection, audience qualification & dashboarding
    Collecting the qualified data in order to create audience segments based on First Party Data and use cases to be exploited in the media, through the connection between Salesforce and Google Analytics 360.
     
    We implemented the results dashboard in real time, automating and monitoring data sources and all business KPIs.
  • Strategic communication concept
    We defined the strategic concept of communication with which we ensured the creation of an umbrella brand that would give coherence to the action and facilitate the emotional arrival at the target through messages that are not directly related to the product.

“ESIC is the first business school that has figured out how to adapt to current trends and technologies, creating a unique and 100% digital experience that opens up endless possibilities in relationships with students”

ADRIÁN POLO

SENIOR MARKETING CONSULTANT

RESULTS

Besides the lead acquisition increment, we also obtained a significant improvement in other results:

+14”
average interaction with the ad
+296% conversion rate vs. other product-focused recruitment campaigns
+174%
landing time vs. corporate web
average interaction with the ad
conversion rate vs. other product-focused recruitment campaigns
landing time vs. corporate web