Melbourne Institute of Technology
Challenge:Melbourne Institute of Technology (MIT) came to Arrow as they were solely reliant on offline marketing to promote their organisation and were losing ground amongst their competitors. This lagging (lack of) digital presence was contributing to a loss in audience share and they were at risk of failing to meet their new student enrolment targets. The organisation was due to acquire a new Melbourne campus and required an urgent plan of action to better reach prospective students on their preferred platforms.
Approach:Arrow sought to remedy MIT’s digital anonymity (absence) by launching a multifaceted campaign that capitalised on key traffic channels. It was underpinned by an organic search marketing strategy to earn a first-page presence on the world’s most powerful search engine, Google, and was combined with a much-needed Facebook profile to cultivate a community that would appeal to MIT’s student demographic. Together, these campaigns were engineered to increase the organisation’s brand exposure and support visitor pathways and goal funnels at every turn towards securing more leads and student enrolments. These measures brought such success that MIT later engaged us for other digital marketing strategies including website conversion rate optimisation and pay-per-click/Adwords.
Outcome:Impressive results were achieved for MIT right across the board. We incurred a phenomenal 75.8% increase in conversion rates on domestic student leads/enquiries within just 3 months, plus improved website engagement. Our landing page content also succeeded in inspiring visitors to click through at a higher rate, and stay for longer, meaning a 22.84% reduction in the bounce rate. We are delighted to report that since Arrow’s engagement, MIT not only met but exceeded their growth targets to sustain them as a leading tertiary education provider.
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