The brief
A leading European business school based in Germany sought our assistance to raise the profile of its pre-experience Master’s in Management (MiM) programme and generate sufficient qualified leads for the programme to increase the cohort size.
The programme is distinctive for its internship and mandatory requirement to complete a social impact project and already attracted an international cohort. Our client wished to increase both the number of domestic German candidates and increase overall cohort intake by 15% in an increasingly competitive MiM market across Europe.
The solution
Media Minds planned a fully digital campaign with a particular focus on media channels targeting the junior PGT audience in Germany, alongside wider global targeting in key markets specified by the client.
Our plan integrated cross-channel activity media, including Germany-specific platforms, with targeted emails, newsletters, online profiles, fully optimised SEO profiles and banner activity in sites such as Studieren.de. International media used included key listings sites such as Masterstudies.com and FindAMasters, native social media advertising and geo-targeted banners.
We optimised activity to targeted audiences on professional & social media platforms (LinkedIn, Facebook and Instagram) and through the Google Display Network to drive re-engagement with the webpage and increase event registrations.
The results
The campaign yielded a 32% increase in applications year on year, resulting in a 31% increase in cohort numbers overall year on year, including an increase in female domestic participants.
This campaign success also ensured the client’s marketing team received approval to invest higher marketing spend in the next recruitment cycle.