UNITEC
Trabaja y estudia al mismo tiempo!
Challenge
- Raise awareness about the advantages offered by UNITEC over other universities in the country, to the target demographic: 13-25 years old, middle SEL. UNITEC is one of the most famous universities in Mexico; its main strength is that it offers programmes that allow students to study and work at the same time, which helps to meet the needs of a high percentage of the Mexican population.
- Generate registers of users interested in receiving information about the educational programmes offered at the University and being potential students.
Strategy
- Opt for sites with high coverage and a strong affinity with the target demographic, using display advertising, e-mailing and search marketing.
- Use creative and Call to Action strategies to generate registers.
- Ensure presence on Podcasts visited by people who fit the target profile.
- Apply data & direct mechanisms to capture and filter databases in order to follow up on the campaign and maximise the number of registrations achieved through the Internet.
Results
Number of registrations increased by 53%*
- Visits to the UNITEC webpage increased by 98%*
- CPA down by 57% *
- 3% of initial registrations were converted into enrolments*
* Comparison 2007 vs. 2006
