As Cranfield University’s Marketing Directors’ programme entered its 27th year, recruitment to the programme was stalling. Its own marketing strategy had hit a brick wall and was failing to attract bookings: with a course fee of £5k per person, the university was missing out on a significant income stream.
We were tasked with radically overhauling Cranfield’s marketing strategy with the aim of securing 15 new signups to the course.
Listening activities revealed that Twitter and LinkedIn were the most popular channels for engaging with potential recruits, and that any content should be easily digestible, concise and visual.
Our multipronged approach began with developing a new, more accessible course website, incorporating video content and clear calls to action on the homepage, as well as a free pre-course webcast. A personalised URL solution enabled tracking of users’ data and interactions within the site.
In addition, we reformatted Cranfield’s lengthy Marketing Directors Survey Report into an engaging, easy-to-read downloadable infographic.
Harnessing the social media insight we’d gained, we ran visual campaigns across Twitter and LinkedIn. All this was underpinned by Cranfield’s traditional email marketing approach, which we A/B tested to deliver maximum impact.