AGSM at UNSW Business School

The power of connected experience in lead gen

AGSM at UNSW Business School achieves great results with the frictionless user experience.

AGSM is the part of UNSW Business School in Sydney that offers global top-tier general management, executive and leadership development programs. AGSM’s rigorous MBA degrees and Short Courses are delivered across Australia online. Their transforming MBA and MBA (Executive) programs are consistently ranked in the top 100 globally and our online MBA, the MBAX, is ranked 1st in Australia.

Challenges

AGSM wanted to grow their recruitment event attendance to get a head start on the busy and competitive MBA recruitment and application time.

The MBA student recruitment market in Australia is highly competitive. To cut through the clutter of ads, AGSM had to stand out with winning combination of creative and targeting.

AGSM also wanted to reach a wider audience, particularly the female demographic, and build confidence and trust for their courses.

Solutions

Focused on these two objectives, FIRST team worked with AGSM on a new campaign execution type, using Facebook Lead Ads.

FIRST hypothesised that using frictionless lead collection system (forms embedded in the Facebook environment) would encourage applicants to complete the event sign-up process and increase attendance.

The creative concept was centred on a prospective MBA student’s desire to accelerate their career, and featured him/her in situ, networking with their peers.

To appeal to both male and female audience and to deliver a more personalised experience, AGSM and FIRST created female and male-centric ad and lead form variants, split-testing image and USP combinations through the duration of the campaign.

Google ETA

Results

The Info Evening campaign ran for 6 weeks and resulted in stronger outcomes through implementing personalised creative and frictionless sign-up and lead collection system:

33% decrease in cost per lead
(compared to ads linking to their website)

300% increase in ad click-through rate

400% increase in conversions
(compared to ads linking to their website)

300% increase in conversion rate
(compared to ads linking to their website)



The team at FIRST were able to clearly interpret the challenges we face in a competitive market, coupled with limited budget and access to resources, to put together a campaign that delivered strong results and increased the number of conversions and event attendees for one of our flagship recruitment events. First’s expert input on content and dedicated account management ensured we could constantly optimise the campaign to return maximum results, and the seamless reporting process made it easy for me to report back to our recruitment and sales teams and demonstrate tangible ROI on this spend. What was initially a one-off trial campaign is now embedded in our ongoing digital strategy due to the clear results we achieved and impact on our recruitment outcomes.

Freya Norman
Brand & Communications Manager – AGSM @ UNSW Business School

The changing media landscape presents a number of opportunities for marketers interested in challenging the status quo and putting their customers first.

Contact us today to discuss how we can help create experiences your customers will love and reach your business objectives.

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