City University of London
City University London asked International Student Admissions Service (ISAS) to create and deliver an international student recruitment marketing solution to focus on increasing awareness and international student enquiries for the university as a whole.
City University of London is a leading international University in the UK, and rated among the top five per cent of universities in the world by Times Higher Education World Rankings 2015.
City University of London Business School (also know as CASS Business School) has a strong international profile. While pleased by its success, the university wanted to focus on increasing awareness and international student enquiries for the university as a whole.
CASS Business School approached International Student Admissions Service (ISAS) to create and deliver a marketing solution to meet this challenge.
International Microsites and International Student Admissions Service:
ISAS established that the creation of a university profile across its network of education websites would enable CASS Business School to engage with international students on a much larger scale than it had been able to do previously. The greater exposure to a more targeted student audience would also help drive undergraduate and postgraduate international students to visit the CASS Business School website to make an enquiry.
With this in mind, the ISAS marketing team created microsites for the business school across six of its websites, including InternationalGraduate.net and StudyOverseas.com, as well as a microsite for CASS to promote MBA programmes on the www.mba-courses.com portal.
CASS Business School was then able to pick up the demand that ISAS generated very quickly as student enquiries were emailed straight to the admissions team's inbox.
Targeted Email marketing:
To further raise awareness of the different schools and programmes available at CASS Business School, a targeted email campaign was distributed to students within ISAS’s international student database that matched the university’s criteria.
An email campaign was also created to promote that the international student recruitment team at City University London was scheduling overseas trips to assist and advice students for entry into university in 2015 and beyond.
The website and email activity achieved engagement with 375,714 international students during the 15 month campaign.
The activity also delivered 6,741 ‘click-throughs’ from international students to the City University London websites and generated 981 enquiries/completed contact forms of new international students to City University London.