The 2021 Spring Postgraduate Campaign was a multi-faceted lead generation campaign that ran over 12 weeks from the 31st of March to the 16th of June. 

Phase 1 of the campaign included targeted Facebook and Instagram paid ads which led into a lead-generation funnel requesting an email address and choice of potential course. Those who signed up were then funnelled into a nurturing CRM email marketing campaign. Phase 2 included a retargeting campaign which served those who signed up with faculty and/or course specific ads. We also tested additional white-paper download strategy of the postgraduate fees booklet, information on the early payment discount as well as an Alumni discount (only targeting those who had completed a course in Griffith College before).

 

The ads feature the brand red, the Griffith College logo, the brand font and an individual that would relate to our postgraduate audiences. We A/B tested a number of similar ads featuring different people and found the one on the left performed significantly better. 

Overall the campaign gathered 1250 leads compared to 400 collected in 2020. Similarly the conversion of applications to students across all postgraduate programmes offered in Griffith for September 2021 increased by 80%.