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MBO Utrecht: Helping students choose their study
At MBO Utrecht, MBO students can follow up to 50 different courses spread over different locations in the city. MBO Utrecht is characterized by small-scale education with a lot of personal contact. About 500 teachers teach 5.000 students. To familiarize students who have to make a choice of study with MBO Utrecht, the MBO program has called in the help of Social Brothers and Enof.
In this case
- Challenge
- Solution
- Facts & figures
Get in direct contact with the right target groups
Challenge
For MBO Utrecht it is important to reach both students from the last classes of secondary education and their parents. The tone of voice of MBO Utrecht must therefore match the young people, but also inspire confidence in the parents. Furthermore, the content that students and parents see must match the right phase in the customer journey: are they still orienting themselves on a study or do they already want to register for a training?
Mobile first targeted marketing campaign
Solution
We have set up a marketing campaign via social media in which all steps of the customer journey are discussed. MBO Utrecht helps future students to orientate through the decision aid tool click. MBO Utrecht gives future students a picture of the school through videos of students, guided tours and an open day.
We have realized social ads that fit these phases, aimed at both parents and students. With an extensive retargeting structure, we ensure that the ads match the website visits. For example, we have retargeting for the various areas of interest, the various courses and the Open Day. In addition, we optimized the training pages for SEO and we optimize the SEA campaigns on a weekly basis. This makes it even easier for future students to find the information they need.
Facts & figures
In a year:
- 3.600 registrations for the Open Day
- CTR of 19,6% and an increase
- Increase in the number of conversions via Google Ads by 26%
- Increase in number Facebook conversions up 43%
Help us, what do you think?
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