Queen's Health Sciences: Recruitment Campaign
Driving enrolments for Queen's Bachelor in Health Sciences (BHSc).
Overview
Given the success of Fractal's campaigns for Queen’s Mining & Engineering, we were subsequently engaged by the Faculty of Health Sciences to help market and drive recruitment for their new online Bachelor of Health Sciences (BHSc) program.
Project Scope
Objectives
Branding & Positioning
Recruitment
Services
Research & Analysis
Messaging & Content Writing
Web Design
Go-to-Market Planning
Timeline
2017
The Challenge
Since the new Bachelor's in Health Sciences program is an online offering, it would appeal to a broader range of potential students. Our task was to identify our audiences, understand their needs and concerns and tailor a variety of messages to reach them on the right channels, at the right time.
The Solution
We reviewed existing data and conducted our own research to define audiences and in some cases refine the product. Our strategy centered on the insight that accessibility was the program’s key feature.
What We Did
Research & Analysis
The development of all four campaigns required integrating available audience and market research. We undertook or co-ordinated new qualitative and quantitative research, a process of audience definition, and in some cases product definition, as well as the reconciliation of the institutional brand with program and faculty-level brands.
Branding & Positioning
Our communications were centered around the accessibility of the BHSc, highlighting that there are multiple pathways into the program; it is offered in a flexible format (for working people); is more affordable than on-campus education, and students don’t have to relocate to access it.
Web Design
Fractal designed a portion of the BHSc website in collaboration with the Faculty of Health Sciences at Queen’s.
Content Creation
Our work with Queen's Health Sciences required a considerable focus on content creation, including articles, news releases, presentations to internal stakeholders and newsletters.
The Results
Our Health Sciences campaign drove over 1,300 leads at an average cost of $15 per lead, well below industry averages for this type of lead-capture campaign. Leads translated to 59 enrolments during active campaigning Our campaign was enormously popular and the program has had to expand capacity to accommodate demand twice.
1,300
Leads
$15
Cost-Per-Lead
59
Course Enrollments
Beyond the Metrics
In a large, multi-part, multi-stakeholder organization such as a university, there are often competing or non-commensurable requirements regarding marketing and communications. At all stages of our engagement, we:
• Worked to ensure marketing messages satisfied both the requirements of the campaign as articulated by the faculty AND met the brand standards of the university as a whole.
• Managed institutional requirements for prioritization of on-campus programs, ensuring they were not undercut or undermined by campaigns driving enrolment in online programs, through careful audience selection, messaging and content development.
• Created documentation and provided guidance to our internal counterparts so they were able to effectively report on campaign activities to their faculties and the larger institutional environment.
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