WSI Wisdom Book English Version | Page 57
Goals and Challenges:
Milton Keynes College is a well-known college
within the UK providing school leavers with
317 part-time and full-time courses and
diplomas. The marketing department is very
experienced and the website receives over
25,000 visitors on average per month.
However, they had only recently started
experimenting with social media and were
looking for a consultant to assist.
WSI’s goal was to help the college raise brand
awareness amongst 16-19 year olds within a
20-mile radius of the city of Milton Keynes. In
addition, we wanted to generate increased
course bookings through a pay-per-click (PPC)
campaign, which was solely targeting
competitor college search phrases.
The Solution:
WSI launched a social media brand awareness
campaign, including a secondary pay-per-click
(PPC) campaign. WSI was responsible for
developing the project, creating the content,
setting up the platforms and managing the
daily updates. The project was set as a 3month brand awareness campaign using the
following mediums:
PPC advertising and landing page design
Facebook advertising and landing page
Facebook Fan Page
WordPress blog
YouTube videos
We created a landing page that would target
users searching for competitor colleges and
universities and drive the traffic to that
landing page with a focus on signing up for
courses with Milton Keynes College. We
would also link them to the Facebook
campaign.
The Facebook campaign involved driving
traffic to a Fan Page offering weekly contests
and prizes while providing daily updates and
interesting content. A WordPress blog was
launched and used to feed interesting and
relevant content to the Facebook page. In
addition, YouTube videos featuring current
students were fed into the Fan Page.
The Results:
Over 8 weeks of targeting a 20-mile radius
around Milton Keynes:
500 fans joined the Fan Page
30 video views per day
4-8 interactions per post
464 Facebook page views per day
Competitor PPC campaign generates 3090
website visits
202 phone call enquiries and 21 booked
courses to date
WSI Consultant:
BRIAN AND DALE HOLROYD
Bedfordshire, UK
www.wsimarketing.com/bholroyd
WSI targeted competitor universities and
colleges within a 20-mile radius of Milton
Keynes College.
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