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NUS MBA
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  • Class was full before the last application cycle. The admissions team at NUS MBA were very happy and had several waitlists for the program after many years of not having full enrolment.
  • As the class was filled before the final application cycle, there was a 20% saving, based on the original planned budget.
0.4
CPR

The Challenge

  • Drive qualified MBA applications from candidates who are more likely to apply for the current intake.
  • Past 3 years did not have full/filled classes (there was room for more students). There were many applications, but not enough qualified candidates.

The Process

  • Having gone through the application process myself, looked into audience beliefs and insights using Globalwebindex and used that data for developing a media strategy that can reach the audience that had the basic qualification and were more likely to apply.
  • Used custom audience targeting on Google ads and Doubleclick bid manager based. Used past search data, as well as 3rd party in-market audience data that suggests that audiences we targeted were a) qualified, and b) in-market for an mba program in the target markets.
  • Also used native advertising through Outbrain, LinkedIn and Facebook ads. On Facebook and LinkedIn, used a combination of education, employment industries (based on data from past years), years of experience (LinkedIn) as well as interests (Facebook) to reach qualified audiences.

The Solution

  • Class was full before the last application cycle. The admissions team at NUS MBA were very happy and had several waitlists for the program after many years of not having full enrolment.
  • As the class was filled before the final application cycle, there was a 20% saving, based on the original planned budget.
Website
https://mba.nus.edu.sg
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