To quickly gather leads and give the audience as seamless a user journey as possible, we used LinkedIn InMail and native lead generation forms in this campaign.
We ran campaigns for eight courses, spanning different industries, which included in-depth knowledge of the roles and skills of each industry, to be able to effectively target and write long-form InMail copy that resonated with the audience. Graduate Apprenticeships are only available to those who are currently in full-time employment but do not have an undergraduate degree. They also need employer support to enrol, meaning that our targeting and messaging had to be highly strategic to ensure the right audience were responding to our campaign.
We used InMail ads to personalise the message and convey as much information about the courses as possible to the audience to help them make an informed decision. Information we included in our copy included:
This was not a typical course application drive. This was a very niche campaign with rigid eligibility requirements. While most people are aware of undergraduate, postgraduate and master degrees, the qualifications we promoted were much less well known. This added a layer of awareness building in order to communicate what they are, who they are for and the fact that these can be fully funded under an apprenticeship levy. Rather than implementing a traditional sales drive, this campaign gave the team at Glasgow Caledonian University a competitive edge against other universities across the country.
The campaign resulted in a increase in the quality of leads coming through over the course of the campaign. This was a result of close contact with the client to regularly refine targeting. To begin with, we used a small portion of the budget to test copy, formats and audience before running our main campaign with the top performing variants.
As the campaign progressed, we worked with the U2B team to learn from their experience in their industries and to hone the targeting. This resulted in week-on-week improvements in lead quality, with final campaign results being:
For Glasgow Caledonian University’s U2B team, this campaign was a real eye opener for them. They had never used digital marketing to recruit for this area of the university before. After the success of this campaign, the team now understands how social media can help drive recruitment, in addition to increasing website traffic and awareness of the course offerings. As a result, we continued to work with Glasgow Caledonian University on additional recruitment campaigns.
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