Tecnocampus Mataró is a university center attached to the Pompeu Fabra University that offers 21 university degrees in the areas of health, business and technology, as well as master’s and postgraduate degrees.
We won the public tender for the strategy, implementation and analysis of campaigns. Since then we have collaborated with their marketing team and have been in charge of implementing the campaigns to attract students for their masters, postgraduate, training cycles and specialized courses.
The segmentation strategy aims to reach potential students through different channels to get qualified leads. The online recruitment strategy has been gaining importance in recent years and, due to the coronavirus, has had to replace other recruitment channels that previously complemented it.
The project covers different areas:
- Design of the graphic pieces for the campaigns.
- Campaign strategy and planning: segmentation strategy, use of tactics such as remarketing and similar audiences, activation of campaign channels to impact younger segments -Tik Tok, Spotify, Instagram Reels-.
- Implementation, management and monitoring of campaigns, with control of objectives and investment.
To monitor the project and implement a continuous optimization strategy for the campaigns, we designed a dashboard where the results and key KPIs of the campaigns can be consulted visually and interactively. Previously we had to improve the implementation of Google Analytics and Google Tag Manager -conversions, remarketing lists.
Strategic reporting to make investment decisions and new promotion channels taking into account the results of the campaign, the interest aroused by each degree and the number of students pre-registered and enrolled in each one.
