Student acquisition growth

Client: Avondale University

Avondale University is an Australian tertiary education provider affiliated with the Seventh-day Adventist Church. With a diverse and innovative curriculum, Avondale University is ranked number one in Australia for Nursing and are one of the Top 10 universities in Australia.

Website
Industry

Education

307

Increase in landing page traffic

61

Increase in conversions

26

Increase in applications

The challenge

With a goal to increase lead volume and applications for undergraduate courses in Semester 1 of 2023, Avondale University partnered with maxemus Digital Marketing to take the lead on a multi-channel digital strategy. We identified an opportunity to deliver a greater return on ad spend for Avondale University with a broader multi-channel approach, testing a new channel (Spotify) with success.

Our strategy for Avondale University went beyond the ‘business as usual’ approach to promoting specific courses across Facebook Ads, Instagram Ads and Google Ads. We connected with prospective students and their parents to ‘experience’ creatives tailored to specific platforms. We leveraged Facebook Ads, Instagram Ads, YouTube Ads and Spotify Ads to maximise reach, engagement and conversions and increase student acquisition growth.

The solution

Ongoing optimisations and purpose-built student-centred content helped to establish Avondale University as the leading Christian education choice. Return on investment was demonstrated through attribution reporting – revealing a clear uplift in application numbers which can be directly attributed to the maxemus Digital Marketing campaign.

Adopting a multi-channel strategy meant that we could utilise each channel to its strengths in the campaign. Google Ads delivered a high volume of high-intent traffic, supported by a wider prospecting pool available through Facebook Ads, Instagram Ads and YouTube Ads and Spotify Ads.

At an advertising level, multiple ad variants were produced to sit natively within each channel, from direct response Facebook Lead Ads to short-form Spotify video and audio ads. With a focus on consistent content optimisation and split testing, the insights generated throughout the campaign provided learnings to the Avondale University marketing team to further inform their wider communications strategy.

We worked closely with Avondale University to establish a mutual understanding of the critical information needed to nurture prospective students through to enrolment. This helped to inform the strategy behind the data capture within Facebook Lead Ads and each landing page.

The success of the campaign paves the way for a direct response approach to student recruitment. We are proud to have played a pivotal role in upskilling the digital knowledge within the Avondale University marketing team, and breaking new records with performance marketing tactics.

The student acquisition campaign far exceeded expectations achieving a 26% year-on-year growth in applications, more than the original campaign target.

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