Client: Higher Ed Partners
Regions: UK and Global Market
Key Achievements:
Higher Ed Partners is a private organisation that forms strategic alliances with public universities to recruit students onto their online programs, predominantly master’s degrees. They are responsible for the creation and execution of marketing strategies and provide comprehensive marketing investment across media spend, creative costs, web asset production, SEO, and content marketing. Their vision is to expand access to high-quality higher education worldwide for those who would otherwise be unable to study.
Higher Ed Partners faced the challenge of creating and executing effective marketing strategies to recruit students globally for their partner universities’ online programs and ensure growth year on year. The task was to build awareness about the opportunity to study around work and family and enhance prospects with an online master’s degree. Additionally, keeping the Cost Per Lead (CPL) within an acceptable range was a critical aspect of this project.
Favoured implemented a comprehensive strategy to address Higher Ed Partner’s challenges:
Holistic Multi-Platform Advertising: Favoured decided to run ads on Google and Meta, both in the native country of each university as well as globally, to maximise reach.
Lead Generation and Conversion: A key part of Favoured’s strategy was generating leads for MSc and MBA courses, which Higher Ed Partners’ in-house sales team then converted into enrolments for the individual universities.
Customised Creative Control: For partners like Oklahoma City University, Favoured had control over the types of creatives run, which helped achieve a cheaper CPL compared to other universities.
Massive Lead Generation: Despite the challenges, Favoured successfully generated 3044 leads, ensuring a robust pipeline for Higher Ed Partners.
Efficient Budget Utilisation: Favoured managed a considerable budget of £273,151.88 effectively, proving the effectiveness of their strategic approach.
Maintaining Optimal CPL: Favoured successfully maintained a Cost Per Lead (CPL) of £89.73, below their £100 target. This ensured cost-effectiveness and maximising return on investment.
In conclusion, through strategic multi-platform advertising, customised creative control, and a focus on lead generation and conversion, Favoured was able to help Higher Ed Partners achieve their recruitment goals, generate awareness, and maintain cost-effectiveness. This case serves as a testament to Favoured’s commitment to client success, demonstrating the power of well-planned and executed digital marketing strategies in the higher education sector.
