How Noetic Grew Telfer’s Leads by 272% in One Year.
CASE STUDY
UNIVERSITY OF OTTAWA - TELFER SCHOOL OF MANAGEMENT
Overview.
The Telfer School of Management is uOttawa’s business school. At Telfer, students can enhance their future through in-class learning and enriching experiences. It is a leading business school in the region, offering thirteen programs, including the Bachelor of Commerce, Master of Business Administration, Master of Health Administration, and Master of Science in Management.
Timeline: January 2023 - December 2023
Goal: Increase leads and applications
Industry: Education
Location: Ottawa, Ontario
272%
Increase in leads from the 2017-2018 academic year.
123%
Increase in applications from the 2017-2018 academic year.
5x
Higher campaign conversion rate than the industry average.
The challenge.
The Telfer School of Management faced the challenge of increasing leads and Canadian student applications. Recognizing the need for improvement, the school sought to test the effectiveness of digital advertising efforts.
01
Increase leads and Canadian student applications.
02
Grow and market Canadian program offerings.
03
Use digital advertising to achieve results.
The solution.
Once we understood Telfer’s goals, budget, and offerings, Noetic Marketer developed buyer personas for targeted paid advertisements. We then implemented a comprehensive digital marketing strategy including Google ads, Microsoft ads, Facebook ads, LinkedIn ads, email marketing, lead magnets, landing pages, and graphic design.
Google and Mircosoft Ads
Aligned all paid ads with top-performing keywords to display advertisements on our target audiences' search engine results page.
Facebook and LinkedIn Ads
Launched hundreds of social media ads to obtain conversions. Performed A/B tests to optimize ads.
Lead Magnets
Developed info packs with essential program information, incentivizing prospective students to submit their contact information for access to the information.
Landing Pages
Developed several landing pages according to best practices. Performed routine A/B tests to determine and optimize for the most effective landing page copy and design elements.
Email Marketing
Created email drip campaigns to engage leads throughout their journey, encouraging them to take the desired action according to their position in the sales journey.
Graphic Design
Designed eye-catching graphics for advertisements displayed on social media, landing pages and lead magnets.
The content.
The results.
The following results were achieved by developing and executing a detailed digital marketing strategy.
272%
increase in leads from the previous year
123%
increase in applications from the previous year
The highest
amount of MBA students since program inception
290%
increase in Canadian leads of the prior year
5×
higher conversion rate than the industry average (according to unbounce.ca)
The analytics.
The feedback.
“I have been with Noetic Marketer for a few years now. Noetic Marketer has helped to run our paid ads at the school. They always do an excellent job. I highly recommend this team. They always go above and beyond.”
Jonathan Simon | Director of Marketing and Communications, Telfer School of Management
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