The Accounting and Finance faculty of University of Macedonia (UoM) embarked on a project to promote its international Bachelor degree in Accounting and Finance to foreign students as well as three Master’s degrees to Greek graduates.The primary challenge was to enhance visibility and attract students both locally and internationally, leveraging digital advertising strategies.
In order to create cohesive and impactful campaigns that could reach diverse demographics we needed to craft compelling creatives and engaging ad copies that would resonate with both international students and local graduates. Additionally, we aimed to utilize various advertising platforms, including Google (Search, Display Network, Youtube campaigns), social media campaigns (Facebook, Instagram) and other media campaigns to maximize our reach and engagement.
Integrated Communication Strategy: A multi-channel advertising strategy was developed, ensuring cohesive messaging and visuals across all platforms to maintain brand consistency and maximize reach.
Targeted Digital Campaigns: Advanced targeting techniques were employed to effectively reach the desired demographics. For social media, we targeted age groups from 18-50 across various regions with specific interests in education, finance, and accounting. Our Google campaigns focused on both branded and generic keywords to capture a wide range of search intents.
Dynamic and Adaptive Content: Dynamic ads on platforms like Instagram and Facebook were utilized to drive engagement. These ads included a mix of single posts, videos, and responsive banners, all tailored to different audience segments to ensure maximum interaction and interest.
Lead Forms and Remarketing: To gather interest from potential students we implemented lead form campaigns. These forms were designed to be user-friendly and engaging. We also ran remarketing campaigns to re-engage users who had previously interacted with our social media content or visited the UoM website.
Collaboration with Studyportals.com: Listing the BSc in Accounting and Finance on Studyportals.com will help highlight the program to a global audience, driving higher application and enrollment rates.
Performance Monitoring and Optimization: Continuous monitoring and real-time optimization of the campaigns will allow for data-driven adjustments. By tracking key metrics such as clicks, reach, impressions, and engagement rates, we ensure the campaigns will perform optimally and adapt to improve results continually.
Overall, the digital advertising strategy for the University of Macedonia’s Bachelor and Master’s programs in Accounting and Finance up to this point is a resounding success, setting a new benchmark for future educational marketing initiatives. The lead forms campaign successfully generated significant interest with a high number of interactions and leads, while the traffic campaign reached a wide audience, driving substantial traffic to the UoM website. Additionally, our collaboration with Studyportals.com will provide a global visibility of the BSc program, leading to increased applications and enrollments.
