Queen's Law: Recruitment Campaign
Driving enrolments for a new Certificate in Law program.
Overview
The Queen's University's School of Law's Certificate in Law is a part-time, online program that provides students with a foundation in Canadian law, legal reasoning, and research skills.
To drive enrollments for its newly launched certificate program, Queen's Law required a digital marketing campaign.
Project Scope
Objectives
Recruitment
Services
Research & Analysis
Messaging & Content Writing
Creative Asset Development
Go-to-Market Planning
Timeline
2018
The Challenge
Since the certificate is intended for non-lawyers who want to gain a foundational understanding of Canadian law, 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 conducted a thorough analysis of online programs in various fields, including law, and identified two key target audiences: non-legal professionals seeking a basic legal education and undergraduates interested in pursuing law school. Based on the program's unique features and benefits, we crafted tailored messages for each audience and selected the most effective advertising channels.
We designed and executed a digital marketing campaign spanning 12 months, using multiple channels, including social media advertising, search advertising, and display.
What We Did
Campaign Assets & Content Planning
We created compelling visual and written content, designed a user-friendly landing page and web information architecture, and developed a comprehensive tactical matrix to ensure a smooth rollout of the marketing campaign.
Content Marketing
The campaign included a strong focus on content marketing, which involved the use of a blog, email marketing, and a podcast to increase engagement and drive conversions. The content marketing strategy was a key factor in the campaign's success, allowing the program to establish itself as a thought leader in the industry and generate meaningful connections with its target audiences.
The Results
The campaign was highly successful in terms of driving engagement and conversions, despite a relatively modest spend of $22.1k. Over the course of the campaign, our targeted messaging resulted in 2,327 email leads. In the end, these efforts helped us secure 132 course enrollments, resulting in an impressive campaign ROI of 4.34 even after accounting for service costs. Overall, this campaign was highly profitable and demonstrated the effectiveness of our digital marketing strategy.
19,000
Site Visits
10,300
Podcast Listens
132
Course Enrollments
Beyond the Metrics
The campaign's content marketing strategy, especially the podcasts and blog, was highly effective in driving engagement and conversion rates. Faculty members provided valuable insights on law and the legal system, making the content highly informative and appealing to the target audiences. As part of our engagement, we also provided training to the Queen's Law staff, enabling them to run similar campaigns independently. Our transparent approach allowed the client to understand the campaign development process, and they have since taken over and continued running the campaigns we devised with them successfully for several years.
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