STATESIDE: How a public institution in rural Pennsylvania increased brand awareness and inquiries halfway across the world
By promoting undergraduate programs abroad, SRU, a member of Pennsylvania’s State System of Higher Education, exceeded campaign expectations and generated 459 leads using a dual-platform approach.
So how did an institution 52 miles north of Pittsburgh also garner nearly 8,000 international reactions and 2,000 additional page likes on social media?
Net Natives created mobile-optimized campaigns across Facebook and Google Search to capitalize upon both passive and active audiences in key cities across India. By using Facebook Carousel Ads to promote a variety of different programs, the team optimized budgets to the ads that were generating the highest quality leads, resulting in the campaign achieving an above industry average click-through rate.
Furthermore, a program-specific Google Search campaign also achieved an above average click-through-rate. Net Natives didn’t just focus on clicks and impressions though. When targeting India, it’s extremely important to ensure prospects are being qualified at the point of inquiry. That’s why all prospects from both Facebook and Google Search were encouraged to find out more information by completing a data capture form created using Net Natives’ own campaign performance software, Natives Performance Platform.
459 tangible student inquiries with information on expected year of entry, language proficiency and contact details; all for SRU to engage with and convert.
Genevieve Bordogna, Associate Director for International Enrollment Management:
“Utilizing digital marketing and social media for the recruitment of international students is a new venture for our team at Slippery Rock University. Working with the folks at Net Natives was seamless. They helped us develop a strategy based on our current efforts in a key market, then walked us step-by-step to understand and implement our vision. Having worked with other agencies for lead generation/brand awareness over the years, I was blown away by the attention and knowledge of the Net Natives team from start to finish. I look forward to working with them on future campaigns.”