UNITED STATES OF AMERICA
We all know it’s logistically relatively straightforward to deliver a global campaign digitally, but when it comes to real-world activity the challenges can be considerable.
Graduate Promotions has the skills and experience necessary to make it happen efficiently and well.
International employers need graduate branding strategies that work seamlessly across markets in order to promote their messages consistently and with impact. Using our international knowledge of the market we build strategies that work across continents, and make a difference on a global scale.
The King Abdullah University of Science and Technology (based in Saudi Arabia) recently asked Graduate Promotions to create a pan-European, multilingual marketing campaign promoting its postgraduate courses.
A varied portfolio of marketing channels was deployed to target students at 162 universities in 23 different countries.
The task involved determining the most appropriate ways to reach the target audience, with particular reference to both undergraduates and graduates from STEM disciplines.
Among the additional issues to be addressed were gender balance, ethnicity, disability and social mobility. With these factors in mind, our initial research suggested a number of modifications to KAUST’s existing messaging and branding.
For a pilot campaign (which it was), the exercise proved to be very successful. The online ads attracted over a quarter of a million visitors, while email messaging via university departments reached more than half a million recipients.
The campaign’s success also prompted ideas for future iterations, including further research into the target market plus additional recommendations for developing the message and boosting brand awareness on campus.