Background

Established in 1996, the Melbourne Institute of Technology (MIT) is a relatively young university, offering degrees and diplomas in business, accounting, management, marketing, and information technology. They are committed to providing highly qualified staff with the finest technological support for its growing student body.

Challenge

MIT came to Arrow as they were solely reliant on offline marketing to promote their organisation and were losing ground amidst their competitors. Their lagging digital presence saw them lose audience share and were at risk of failing to meet their new student enrolment targets. They were soon expanding through the addition of a new Melbourne campus and required an urgent plan of action to better reach prospective students on their preferred platforms.

Solution

Arrow sought to remedy MIT’s digital anonymity by launching a comprehensive organic search marketing campaign to earn a first-page presence on the world’s most powerful search engine, Google. We also created 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 naturally secure 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. This multifaceted digital plan offered actionable insights tailored to each traffic channel and supported visitor pathways and goal funnels at every turn, for maximum return on investment.

Results

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 as demonstrated by a 25.62% increase in average session duration by visitors. 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 actually exceeded their growth targets to sustain them as a leading tertiary education provider.