Say hello to Webster Ghana
At the cusp of 2022, our partnership with the Webster Ghana team began, fueled by their ambitious goals of skyrocketing student enrollment, boosting event attendance, and solidifying their brand presence in the region. Armed with our expertise and a passion for exceptional results, Pink Orange took up the challenge and embarked on a transformative journey alongside Webster Ghana.
With unwavering determination, we crafted a strategic roadmap that would leave a lasting impact. Our first move? A meticulously targeted Google Ad campaign designed to capture high-quality leads and drive conversions. Within a mere six months, the results were nothing short of extraordinary.
Campaign after campaign, we shattered expectations and set new benchmarks for success. Through our innovative approaches and deep market insights, we harnessed the power of digital marketing to achieve outstanding conversion rates that surpassed all projections. The impact was palpable, as Webster Ghana's enrollment numbers soared and event attendance reached unprecedented heights.
But we didn't stop there. Our campaigns were not just about meeting goals; they were about exceeding them. With every meticulously crafted strategy, we aimed for greatness and delivered results that left Webster Ghana and the entire industry in awe. Our commitment to excellence, coupled with our tireless pursuit of success, propelled us to new heights and set the stage for even greater achievements to come.
The who
Webster Ghana, a distinguished campus of the renowned global institution, sets the stage for transformative education and empowers students to conquer the challenges of the modern world. As an accredited, private, and nonprofit university, Webster Ghana stands as a beacon of educational innovation, equipping students with the skills and mindset to become lifelong independent learners and leaders.
With a diverse range of in-demand programs, Webster Ghana pushes the boundaries of traditional education, offering students a taste of a truly global learning experience. As part of a larger international network, Webster Ghana provides a unique academic journey that transcends borders and embraces cultural diversity.
At Webster Ghana, education goes beyond textbooks and lectures. It ignites a passion for exploration, cultivates critical thinking, and prepares students to navigate the complexities of a rapidly evolving society. With an unwavering commitment to excellence, Webster Ghana is transforming the educational landscape, empowering students to embrace their potential and shape a brighter future for themselves and their communities.
The challenge
It was all clicks and no conversions.
Webster Ghana had been diligently running a series of engaging events to generate leads and attract prospective students. From virtual information sessions to open house days, their efforts were successful in garnering attention and driving traffic. However, there was a significant gap between the clicks they were receiving and the actual signups.
Despite capturing the interest of their target audience, the challenge lay in converting those clicks into high-quality leads. It was clear that a strategic approach was needed to connect with the right audience at the right time, delivering a compelling message that would inspire action.
Our mission was to achieve a stellar Cost Per Lead (CPL) across all campaigns, ensuring an exceptional return on investment (ROI) while showcasing the extensive program benefits from the very beginning. To accomplish this, we knew that we had to identify the specific needs and aspirations of our target audience and tailor our messaging to resonate deeply, evoking emotion and building trust.
We set out to bridge the gap between clicks and conversions, creating a seamless journey that would captivate prospects and ultimately guide them toward choosing Webster Ghana as their educational partner.
The solution
We planted a seed and harvested the fruits along the funnel with an elevated user experience and powerful Google Ads. Our marketing campaign needed to be targeted and impactful to get those numbers up!
The Webster team faced a common hurdle in their event marketing efforts—they were struggling to get people to sign up for their events. Despite their best efforts in organizing engaging online and in-person gatherings, they were not seeing the desired level of registrations. They knew that events played a crucial role in attracting prospective students, and they needed a solution to spark excitement and drive event attendance.
We rolled up our sleeves to tackle Webster Ghana's event registration challenge head-on. We knew that a one-size-fits-all approach wouldn't cut it, so we delved deep into the minds of their target audience. Armed with valuable insights, we crafted customized landing pages that spoke directly to the unique needs and aspirations of their prospective attendees. These landing pages were carefully designed to create a captivating user experience, showcasing the event's value while injecting a sense of urgency to join in.
These customized landing pages vastly outperformed the original template designs, boasting a conversion rate of 17.65% with a spend of $166.90. To put these figures into perspective, let's compare them to their previous event, the Grad Info session held in November. Despite attracting 1,728 visits, only 10 registrations trickled in, resulting in a disappointing conversion rate of 0.58%.
Our customized landing pages breathed new life into Webster Ghana's event marketing. By creating personalized experiences and truly understanding their target audience, we achieved remarkable results. The switch from generic platforms to our captivating Unbounce landing pages led to an outstanding conversion rate, surpassing their previous efforts by leaps and bounds.
Subtle changes - a profound impact
Even the smallest adjustments can yield significant results. In our collaboration with Webster Ghana, we identified an opportunity to enhance the visibility and impact of their "Apply" link. We strategically placed it above the fold and immediately witnessed a remarkable increase in the number of applications.
But it wasn't just about placement. We understood that captivating copy and compelling creatives were vital ingredients for a successful Google Ad campaign. Our team skillfully blended program benefits with engaging visuals, creating a messaging framework that resonated with prospective students. After all, we believe that the decision-making process should be seamless and effortless for students.
Google Ads became our powerful ally, accompanying prospective students along their educational journey. We recognized the importance of establishing a foundation of trust and credibility, which are paramount to conversion. Through our carefully crafted campaigns, we were able to instill confidence and capture the attention of students who were seeking an exceptional educational experience.
Because in the end - students shouldn't have to work too hard to make their decision.
”A good UI not only captivates the audience but also builds trust, fosters engagement, and ultimately increases conversions. It's all about creating a digital environment where users feel empowered, inspired, and eager to take that next step towards becoming loyal advocates for your brand”
Shalom Jacobs, Lead Designer.
We like to think outside the box to make big things happen
In our collaboration with Webster Ghana, we recognized the importance of reaching the right people who would be genuinely interested in their exceptional programs. To achieve this, we embarked on an extensive audience testing journey.
Through thorough audience research, we gained valuable insights that shaped our targeting strategy. We discovered that individuals interested in Postgrad programs often engage with test preparation resources such as GRE and GMAT apps. Armed with this knowledge, we decided to test an audience consisting of individuals who had recently used GRE/GMAT Prep Apps.
The results were truly remarkable. This audience segment exhibited an impressive click-through rate (CTR) of 2.93%, surpassing all other Google Display prospecting audiences. In addition, the cost per lead (CPL) for this audience was equally impressive, with an overall average of just $1.01. This CPL ranked second among all Google Display prospecting audiences, highlighting the effectiveness of our targeted approach.
The numbers
While forging solid client relationships is the foundation of our work, our true devotion lies in crafting success stories that leave an indelible mark, driven by an unwavering passion for the students whose lives change in the process.
And here is what we did for Webster Ghana:
- We got them leads at a really low CPL across all campaigns at $2.87 throughout the funnel
- They got 1847 leads on $5294.33 total spend
- 140 leads fill up the “Apply Now” landing page, on a spend of $410.02, for a CPL of $2.93
- We had 535 leads who downloaded a program brochure, on a spend of $998.85, for a CPL of $1.87.
- We increased the conversion rate from their Google Display ads to 1.93% - to put that into perspective, the industry standard for jobs and education is 0.38%
- We increased their Google Search ad conversion rate to 13.25% where the industry standard is 4.15%
- We upped the conversion rates on Meta to 19.58% while the average for education is 13.58%
What’s next?
Our partnership with Webster Ghana extends beyond a one-time project. We are invested in their long-term success and will work hand in hand to overcome challenges, seize opportunities, and adapt to the ever-evolving marketing landscape. Together, we will continue to innovate, push boundaries, and achieve remarkable results. The future holds endless possibilities, and we are thrilled to embark on this journey together with the Webster marketing team. Here’s to you, Webster Ghana!
