Project overview
Initial Position
Institut Montana had several challenges to overcome when the pandemic started. It had to work quickly to move its open day event and admissions procedure online in their entirety.
- Sector:Education
Goals
- Increase awareness of study programs
- Recruitment of new students
“The sudden outbreak of the coronavirus pandemic and the subsequent lockdown put us in a situation we’d never experienced before. We had to work very quickly to move our admissions process fully online without sacrificing the elements that make Institut Montana what it is. The new digital strategy we devised together with Webrepublic gave us the visibility we were aspiring toward and resulted in new applications.”Velia Tricoli
Head of External Relations, Institut Montana Zugerberg
Measures
As the institute was already making use of Google Ads campaigns, it was after another strategy to drive student enrollment. Discovery campaigns were identified as an excellent tool for this, as they allowed the institute to reach prospective students based on affinity-related, user-defined, market-oriented and detailed socio-demographic target groups that correspond to the characteristics, interests and educational programs of a student demographic. To send the right message, Institut Montana made use of individual images combining quality photos with a targeted call to action. The budget reserved for the Discovery ads was built up based on a test-and-learn approach given its importance in the overall strategy.
Results
- 242% click increase
- 34% more conversions
- 62% lower cost per click
