Robert Gordon University needed to raise awareness of their brand internationally and attract postgraduate students for January and September starts, focusing on three key international markets. The University had limited time and budget to boost their January recruitment numbers.

Reaching, tracking and converting students from across the globe

Net Natives took up the challenge to engage a diverse range of prospective students, from both developing and developed countries. There were three key international markets that the University had identified, Nigeria, India and China.  

Firstly, Net Natives used a wealth of data and research to provide key insights into the search and social media behaviours of undergraduate and postgraduate students from RGU's target markets.  We then used the promotion of in-country events that the University were attending, as well as developing a recruitment strategy to reach countries where Robert Gordon University had no physical presence and split tested both campaign types.

Taking into consideration the time of year, as well as the University’s target to generate enquiries, Net Natives created bespoke Facebook campaigns to reach passive audiences who may not be actively searching for specific courses, to aid both brand awareness and enquiry generation.

Using our proprietary marketing performance software Akero, we were able to track each enquiry through to applications and enrolment, providing the University with best practice on conversion tactics and communication plans to ensure the ultimate outcome of enroled students was achieved.

And the results?

The campaign saw an incredible ROI of 1027%. In those markets that RGU did not visit, the campaign generated a direct ROI of 571% for January starts alone. All traffic was driven to an Akero landing page, and the quality of leads was assessed to further inform targeting, ensuring the Paid Media experts were optimising budgets to the most relevant ads.

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Article by

Rich Campbell

Head of Marketing