Thomas More Hogeschool
Increasing brand awareness and registrations with always-on advertising
Challenge
Thomas More wanted to increase brand awareness and attract more students for their primary school teacher training program, as well as make their Post-HBO courses and workshops known among education professionals. They were looking for a proactive digital partner to achieve their advertising data objectives.
With major colleges nearby such as InHolland and Hogeschool Rotterdam, they aimed to elevate their advertising strategy to a higher level. Ultimately, they chose Redkiwi because of its strong focus on collaboration and excellent communication and service. We took on the challenge of reaching potential students, starting with Google Ads and later adding Snapchat, with TikTok as the following platform.
Additionally, they sought assistance in measuring and making forms on their new website more transparent.
Results
+113% compared to last year
+71,5% compared to last year
+215% compared to last year
More awareness
To create more awareness and increase the number of registrations for open days, trial study days, and enrollments in the program, a decision was made to run an always-on advertising campaign using Google Search Ads, Performance Max, YouTube Shorts, and Snapchat Ads. This strategy resulted in a broader reach, increased engagement, and more registrations for Thomas More.
With interactive Snapchat Ads and hyperlocal targeting (using the postcodes of high schools), we achieved high engagement among the target audience, thereby increasing awareness among potential students.
Consistency is key
To ensure consistency across different channels, we aim to repurpose content with customized formats for each channel. A recognizable multichannel strategy is essential to effectively convey the message of Thomas More University of Applied Sciences to the outside world.
Always-on campagnes that fit with the target audience
The "always-on" approach comes with various benefits. It allows us to continually learn from campaigns and gather valuable data that we can use to build a large remarketing audience. This remarketing audience consists of individuals who have previously interacted with our advertisements, making costs more cost-effective. This also enables us to guide them throughout the entire customer journey: from exploring our school during open days to attending trial study days and ultimately enrolling at Thomas More. And the results achieved attest to this.
New website
While a website can be a powerful marketing tool, the lack of clear target measurements was a stumbling block for Thomas More. They urgently needed a reliable partner to address this issue. With the help of a measurement plan and precise GA4 configuration, they can now measure the conversion of various forms, such as registrations for open days, trial study days, and clicks through to study links. This enables them to continually optimize and increase the conversion rate. Thanks to our assistance, they can now accurately analyze their data and make strategic decisions based on reliable insights.
Goals for the future
Of course, we're not resting, as staying distinctive is our trademark! For the upcoming year, we're jointly focusing on even more powerful targeting of the target audience through TikTok and DPG Media. To optimize our TikTok campaigns, we will test various approaches. We want to see which one is the most effective based on data and results - TikTok Native Ads vs. campaign visuals. This way, we can consistently use the best-performing option to reach and engage our audience optimally.
We will be using DPG Media for display campaigns targeting both potential students on scholieren.com and parents on websites such as AD, Nu.nl, and Libelle. This is because parents often have a significant influence on their child's decision-making process. Through DPG Media, we have the opportunity to target parents with children under a certain age threshold (14-17).
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