University of San Francisco Recruiting LATAM students
The University of San Francisco was looking to diversify its applicant pool and had started looking into Latin America but had experienced challenges penetrating the market on their own.
INDUSTRY / EDUCATION
Business Challenge
USF wanted to build the brand in the 2nd largest recruitment market, attract prospects for specific programs and recruit more students from Latin America. However, there was a Market Penetration challenge, the brand was NOT known and nothing was targeted nor in Spanish.
Marketing Process
Set up was easy! First, the integration into CRM (Hobson’s Connect) was seamless. Client services staff members are outstanding. Second, we optimized to get the most out of the Google campaigns. Also, developed landing pages in Spanish using our content and made changes quickly. Third, we divided each campaign by country and type of network. Each campaign was divided into different ad groups according to the information provided. This way, we were able to generate specific text ads and keywords for each program or topic of interest.
RESULTS
30% Increase in prospect applications from SEM leads
Strategy
- A - Targeted 3 countries in the first year. The first 3 months at full campaign budget spending. The rest of the year at reduced budget spending.
- B - Expectations at the beginning, plan to run for 2-3 years. First-year focused on prospects and generating the brand in Latin America.
- C - Look for more conversions in the second and third year.
Branding
Call center solutions were implemented to facilitate communication with prospective students in their native language and give them the immediate service they expect. Also, building a Spanish language version of the website is an ongoing strategy for the brand.
Advertising
We crafted content and fostered interactions that are eye-catching, relevant, and memorable. We Implemented pay-per-click marketing which is one of the most measurable, effective, and widely used forms of advertising. In combination with optimized ads to get the most out of the Google campaigns.
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