Targeted global marketing increases online learner intake by 142%

Learn about the global marketing strategy which dramatically increased student numbers for UL CPM’s e-learning masters and engaged prospective, best-fit candidates across international markets.

Client:
Centre for Project Management, University of Limerick
Solution:
eLearning: Online Master’s Degree in Project and Program Management
Markets:
Western Europe, APAC, North America
Sectors:
Technology, Bio-Tech, Pharma, Medical Devices, Construction
Client since:
2016
Download Full Case Study
  • Goal

    Increase international online student intake.

    Despite growing demand for project management skills worldwide, UL CPM repeatedly fell short of intake expectations for their online masters. The e-learning programme had enormous potential however, so UL CPM set ambitious goals to double learner numbers and establish strong cohorts from beyond Ireland, including North America, APAC and Western Europe.

  • Strategy

    Define a precise target profile.

    To increase learner numbers without big-budget marketing, it was crucial to define the profile of candidates most likely to convert. Using past data and insights and through deep analysis of current market trends, we constructed a clear outline of the definitive attributes of best-fit target candidates.

    Build a pipeline of prospective learners.

    Armed with a precisely defined profile, we identified a strategic partnership opportunity with a global project management body which would enable us to engage our sweet spot audience. This combined with precise advertising on social media and content syndication platforms, provided direct visibility in front of best-fit candidates across multiple key markets. By creating and offering useful, relevant content for download via gated forms, we could engage these prospective learners into the funnel and begin the process of nurturing them.

    Nurture candidates to apply.

    Executing a drip-fed program of personalised e-mails from the programme director, supported with high impact remarketing campaigns built trust and nurtured candidates through a long decision-making process.

Results

A dramatic increase in registered e-learning students.

Within just 12 months, Maverick increased the number of students for CPM’s online Masters programme by 142% across the bi-annual Spring and Autumn intakes. More than 2,000 potential candidates from across the globe entered the pipeline, engaging profound interest from the United States and Canada, DACH, UAE and Asia-Pacific regions and providing a strong foundation to more significantly increase student numbers for future intakes.

142%
Increase in number of online learners [YOY]
43%
Applicant to students sign up rate (Up from 24% in 12 months)
2,000+
Global candidates in pipeline with potential to convert to learner