Exceeding expectations with the University of London
By Charlotte Rock
At SMRS we’re passionate about providing outstanding results for our clients. So when the University of London International Programmes launched their Global MBA this year, we were delighted to play an integral part of its recruitment and enrolment success.
A global opportunity
A new course for both the University of London International Programmes and Queen Mary University of London, the MBA provided an epic opportunity for growth. To achieve enrolment targets, we needed to generate between 120-140 applications for the course from 6 countries around the world (UK, India, Nigeria, Hong Kong, United Arab Emirates and Singapore). This meant delivering an agile, results-driven strategy, and raising awareness among our target audience.
Getting down to business
As always, we approached the task from the data up – researching the market and getting acquainted with the MBA Market Development Team. Our findings lead to a complex, and fully-integrated digital-first campaign. And of course, we continually refined and optimised this, aligning it with the in-country activity observed in each region’s specific market.
We also teamed up with The Guardian to develop an innovative Cost Per Application model, which contributed over half of our target applications.
Above and beyond
The outcome was pretty spectacular – we exceeded application targets by 133%, and drove an unprecedented cost per application of circa £500. Best of all, the client was thrilled:
"Our partnership with SMRS for the launch of our new Global MBA this year really exceeded our expectations, providing 320 applications against a target of 240 through a sophisticated, CPA driven marketing strategy.
We've learnt a lot about our audiences from the data gathered as a result of the campaign and, due to its success, are looking to replicate this for future intakes of the programme. Thanks to all at SMRS for helping us exceed all our targets!"
Becky Unitt – Head of Marketing