Global Marketing Campaigns for International Schools

Driving Worldwide Online Applications with Targeted Digital Campaigns for International Schools

About the client :
UWC is an international network of schools and educational programmes.
Their Global Selection Programme (GSP) is a route for overseas students to apply directly to UWC schools without financial assistance.

Challenge :
Unlike other clients, there is the strict academic calendar and enrollment deadlines require precise timing of campaigns to capture student interest before application cutoffs.

The complexity of the student decision-making journey means ads must address diverse factors like academic readiness, financial constraints, and cultural fit.

Recruiting international students via digital media involves navigating higher costs, privacy regulations, and ensuring campaigns resonate across different regions and cultures

Objectives :
Maximizing the number of student account registrations and completed applications.

Our approach :
Campaigns must be segmented into different phases since the conversion rate varies significantly across different time periods.

With precise keyword research, proper campaign segmentation, and country-targeted bid adjustments, we were able to record many account registrations as well as completed registrations (where the application fee was paid and profiles were fully completed).

Compared to previous efforts, the campaign demonstrated concrete results in driving traffic and, most importantly, increasing the volume of registrations.