BEST OF EMEA – NELSON MANDELA UNIVERSITY BY STRATITUDE (AMIN SOUTH AFRICA)

BEST OF EMEA – NELSON MANDELA UNIVERSITY BY STRATITUDE (AMIN SOUTH AFRICA)

SITUATION

The COVID-19 pandemic and the country’s subsequent national lockdown in March 2020, had an immediate negative impact on Nelson Mandela University’s 2021 student recruitment practices. With restrictions limiting face-to-face interactions, the University could no longer rely on their traditional recruitment processes, which were primarily focused on open days, campus tours, school visits and national career day exhibitions.

CHALLENGE

The University needed a solution to ensure they reach their 2021 application targets by the application closing date.

SOLUTION

Digital was the obvious solution to reach, connect and engage with potential applicants and their influencers (parents/ guardians, teachers and communities). 

The art direction for this campaign involved converting images of the University, its surroundings and its people into a series of hand-drawn illustrations. 

Almost 100 unique illustrations were created. 

Picture2

The campaign was anchored by the application page on the University website, which underwent considerable SEO restructuring and had content added to capture and engage with potential applicants. Hashtags were created to link all content back to the application page.

The campaign was anchored by the application page on the University website, which underwent considerable SEO restructuring and had content added to capture and engage with potential applicants. Hashtags were created to link all content back to the application page.

Picture3

A series of videos were created to encourage prospective students to consider the University as their first choice for their 2021 studies. 

Areas of focus included the application process, available courses and the campuses. The videos were used as part of the social media campaign and as YouTube ads.

The digital campaign, consisting of social media, Google advertising, SEO, public relations and direct marketing, focused on providing relevant and valuable content, while driving applicants to the application page where they were converted into applications.

The social media campaign focused on posts with engaging and informative content, linked to a lead page where potential applicants were captured and then directly targeted through an email and SMS campaign. 

Using a Facebook lead form, over 15,000 additional leads were generated and inserted into a direct marketing workflow

Picture4

A database of 114,045 potential applicants was developed during the campaign. Through a direct email and SMS campaign they were encouraged to visit the University website to complete the application form.

Picture5

The campaign was supported with a radio campaign to reach prospective students living in remote areas, where internet access is limited or not available.

A PR campaign, with a series of press releases and media interviews, positioned the University as a thought leader on the topic of 2021 university applications and pre-graduate studies.

This proved a very successful tactic during a time when South Africans relied on the media for Covid-related news and updates.

RESULTS

Screen Shot 2021-07-23 at 16.38.54