Campaign overview

Client

RMIT University
rmit.edu.au

Campaign type

Acquisition

Campaign components

Email, SMS, Customised Brochure

Assessment

Areas of concern for RMIT were identified, such as paper wastage, high marketing costs and information overload for students. RMIT were provided with a solution that addressed all of their concerns and offered a more attractive ROI.

Solution

The solution was personalised brochures. This allowed students to visit a website and select their interest areas, which then enabled RMIT to send an electronic, personalised brochure containing only relevant content to individuals.

Result

RMIT ran a campaign that spoke directly to individual students, their interests and study area. They were able to address their needs, and open a more effective line of communication while significantly reducing their marketing costs.

Students from all over the world continue to use customised brochures, with analytics proving that it’s an easy system to use with a high conversion rate.

Campaign components

How it worked

Step 1

Prospective students at  an education fair received an RMIT postcard with a URL that directed them to an RMIT brochure builder page.

Step 2

Students visited the URL and selected the information they wanted to include in their brochure.

Step 3

Students completed their details to receive their brochure. This data was also captured for marketing purposes.

Step 4

Within minutes, students were emailed their personalised brochure with the information they requested. They could also have the option to receive a printed copy if requested.

BPO delivered a cost effective lead generation campaign that delivered results beyond our expectations.
Mark Buttigieg
Digital Campaign Coordinator, RMIT International

Back:

More case studies