- Nairobi Securities Exchange PLC
- Digital Marketing, Influencer Marketing
Targeted Digital Marketing Solutions for University of Nairobi
Project Scope:
The University of Nairobi approached us with a requirement for a customized digital marketing strategy to enhance lead generation for their Module II Programmes. Their primary focus was on implementing a lead qualification system and targeted advertising in specific regions, both locally and nearshore (Uganda, Tanzania, Rwanda, and Ethiopia). Our goal was to raise awareness about the university’s intake periods, available programs, and recruitment workshops, ultimately driving quality student registrations.
Results: Through our targeted digital marketing campaigns on Facebook and Google ads, we achieved significant results for the University of Nairobi. Here are the highlights of our efforts:
Social Media Marketing:
- Objective: To raise program awareness and drive student enrolments.
- Implemented an inbound marketing approach with key call-to-actions being “Learn more” or sending messages.
- Assisted the university in driving foot traffic to on-site field days and enrolment camps through event marketing at the Nairobi and Mombasa campuses.
- Conducted targeted social media marketing on Facebook, reaching potential students based on identified behaviors, browsing patterns, and demographics.
- Utilized video campaigns to increase awareness of the university’s enrolment messaging, including open programs, admission criteria, and contact information.
- Created custom buyer personas through online research and Google keyword research to effectively reach the targeted campaign audiences.
Google Ads:
- Created two campaigns on the Google Ads dashboard: one for search ads and another for display ads.
- Objective: Influence conversions by attracting relevant users to the university’s online application portal.
- Identified user personas and conducted extensive keyword research to understand search trends and preferences of the target audience.
- Provided the client with a comprehensive .csv format document of the keyword research findings.
- Developed three rotatable ads for both search and display ads, ensuring variety and effectiveness.
- Managed placements for banner ads on preferred news websites, apps, and YouTube channels in Kenya.
- Created custom adsets targeting specific audiences based on buyer personas.
- Crafted engaging headlines and descriptions for the ads using tailored web copy.
- Employed automatic bidding strategy with a maximum daily budget for search ads and manual bidding with a maximum CPC cost for display ads.
- Conducted weekly conversion-rate optimization to maximize budget efficiency and campaign performance.
- Designed custom artwork with various dimensions for web banners, including footer posters, sidebar posters, and in-page posters.
- Optimized each rotatable ad to achieve a quality score of +95, enhancing visibility, click-through rate, and overall campaign performance.
- Prepared and shared campaign reports upon request and bi-monthly throughout the campaign duration.
Our targeted digital marketing solutions provided the University of Nairobi with a successful approach to acquire quality leads for their Module II Programmes. By leveraging social media marketing and Google ads, we effectively raised awareness, drove enrolments, and improved the university’s overall digital presence and campaign performance.
The program would enable select Kenyan companies fast-track their development by accessing financial advisors and consultants to help them structure their businesses, enhance visibility and get exposure to local and international investors.
The Value add & Solution
- The campaign had 2 core objectives – Raise awareness of the program and influence user action as a conversion.
- An inbound marketing approach was followed with the key call-to-actions being to – ‘View/ Download’ the Ibuka Program Brochure’
- Being a niche solution, the digital campaign was to be targeted to specific audiences in Kenya and certain selected countries around Africa. Targeted audiences would either inquire more about the incubator program or be influencers of the program messaging.
- Created custom buyer personas for the targeted audiences through online research & Google keywords research that would be used in reaching targeted campaign audiences.
- Our video development team created an introductory video with the Managing Director of the Nairobi Securities Exchange explaining what the Ibuka Program is all about. This media type was key in influencing conversions in the 2nd phase of the campaign.
- Performed targeted ads with custom filters and targeting criteria locally and around selected countries & territories in Africa.
- Our team assisted in creating the campaign artwork and poster for social media syndication.
- We also created the campaign captions for social media posts that were prior approved.
- Hired a team of professional bloggers to raise awareness and influence a trending hashtag in Kenya on Twitter.
- Provided a comprehensive digital report that contained Engagement metrics such as (no. of impressions, brand sentiment, reach and conversions) campaign findings, campaign moments and a SWOT analysis. Campaign report available upon request.
- A coordinated effort by the NSE’s in-house communication team and our agency team in roles such as content development, graphic design, influencer marketing, photographers, media houses – made the program launch a success.
