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MBO Utrecht: matching future students to a suitable study programme
MBO Utrecht is a small-scale school for about 5.000 students. But with about 50 different courses, there is still a suitable study for most students. Teachers are involved and pay attention. Not only for students, but also for the way they learn. This is reflected, among other things, in customization. In this way, students not only learn a trade, but are taught skills that help them in this constantly changing world.
Social Brothers has had a great collaboration with MBO Utrecht for more than 3 years. The target? Have students register for a suitable MBO course within the Utrecht region at the lowest possible CPC.
In this case
- Challenge
- Solution
- Facts & figures
Focus on physical introductions
Challenge
After a difficult period of COVID-19 and a resulting lockdown, it was finally possible to focus on physical introductions again in the run-up to the 22/23 school year. MBO Utrecht wanted to realize a growth of 30% in physical as well as online introductions. Because enrollment is ultimately the focus, the main goal is a number of enrollments of 2.184 students. However, the main objective of the campaigns is to keep the cost per conversion low.
Parents and students
Solution
The data has shown that there are mainly two target groups that make decisions. Parents and future students. That is why our campaigns on both Google Ads and Social Ads are split per target group in order to use a different tone-of-voice in our copy. This split is essential because the behavior over the enrollment period is different. Parents do their research at the beginning of the recruitment season and the prospective student often only does it at the end. This provides opportunities to focus on these specific moments, allowing us to guide both target groups through the funnel. That's good, because the further into the 'season' you get, the more the competition from other schools increases.
Facts & figures
- 16% more registrations than last year
- 202% more open day registrations than last year
- 71% more Google Ads conversions than last year
- Conversion rate 6,40%
Result
Despite a gap between many schools and students, our strategy and campaigns enabled us to make approximately 2.002,6 registrations for courses possible. That is an increase of 16% compared to last year!
Early in the season it became apparent that the choice to focus on the physical introductions at the beginning had an impact on the number of registrations for programmes. This can be seen in the first four months where we are 15% behind the previous season in terms of registrations. However, the focus on the constant stream of online and physical introductions gives us a bottom line advantage of 121% based on introductions in the first four months.
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