QA Higher Education is part of a leading professional education network which works with over 6,000 clients, including 80% of the FTSE 250. The business delivers partnership graduate and post graduate courses on behalf of Northumbria University, Ulster University, Middlesex University, and Roehampton University, across the UK. Their key course subject matters include finance, business management, and technology.
Wanting to drive popularity and intake into their courses, QAHE approached us to develop strategic digital marketing activities to target key professionals and students globally to take part in their professional courses.
Through initial research, interviews, and customer discovery we found some of the leading professional motivators to undertake additional higher education were around self-improvement, wealth creation, and career progression. Therefore, we understood that we needed to deliver technical messaging to experts in an emotive and empathetic way.
Understanding we needed to target a variety of different stakeholders globally, across multiple channels, we developed a highly technical ‘persona-specific’ content marketing strategy. By creating key content that tapped into various target group motivations for higher education, we were able to educate, inform, and encourage application to QAHE’s variety of higher education courses – we also know that, on average, there are nine touchpoints needed for these conversions, so video, editorial, animation, and a suite of rich media advertising were all used in tandem.
This in turn was driven by aggressive advertising activity via Google AdWords, Google Display Network, Taboola, Facebook, and LinkedIn. Over the course of the year, we’ve worked to continuously evolve and drive users to purpose-built landing pages and information hubs, all with the view of converting greater course sign up.
the tree continue to exceed expectations, their consultative approach, creativity and digital knowledge have enabled us to grow considerably. Year on year targets are increasing and we are excited to push on forward with them as we take on more students and continue to improve their education.Katherine Trewern, Head of Marketing
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