Ivey Business School
Mastering Results among Hard-to-reach Leads
Diagnosis
Universities are faced with increasing pressure to prove that their postgraduate diplomas still develop relevant skills for today’s job market. In fact, about one in five Gen Z and young millennials say they may choose not to attend university. Along with delivering relevance, they are challenged by the sheer number of alternative options for education now readily available through online curriculums.
Our challenge was to segment audiences, deliver relevant content and ensure robust measurement to ensure prospective students are targeted with information that is relevant, timely and valuable.
Strategy
A Synchronized Creative & Media Strategy
Our team worked with Ivey to overhaul creative assets in market, redefine the customer journey, and streamline conversion tracking and data reporting. Bad data leads to bad marketing, and we needed to fix that.
Diversification of Media Platforms
Data shows that incorporating two platforms yields +19% ROI and five platforms yields +35% ROI. Our specialists drove performance across Search, Discovery, YouTube, Display, FB/IG, LinkedIn & Spotify - resulting in triple digit increases in lead generation efforts.
Bringing Innovation to the Forefront
Innovation isn’t a shiny new tactic. For us, it was a deliberate and intentional decision to utilize Twitch & Spotify to round out our full funnel strategy and build awareness with younger audiences.
Tactics
Digital Execution
SEO & SEM
Creative Campaign Development (Copywriting, Video Editing, Social Media Content & Design, Display HTML5 Static & GIF, Digital Design
Results
The results speak for themselves. Arcane was announced as the winner of Google’s 2018 Premier Partner Awards in the Search Innovation category — making Arcane the first Canadian agency to win this prestigious award.
Arcane was also brought on to manage the rebranding of Ivey’s Executive Education branch of services — known as The Ivey Academy. We continue to enjoy our partnership, driving results collaboratively and reinvigorating relevance back into academia.
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