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Digital transformation project to establish a multi-channel digital marketing system

Digital transformation project to establish a multi-channel digital marketing system

Digital transformation project to establish
a multi-channel digital marketing system

Digital transformation project to establish a multi-channel digital marketing system

Challenge

Challenge

Despite Oxford’s world-leading status, digital growth channels were traditionally under-used in driving applications. We set out to change this.

Despite Oxford’s world-leading status, digital growth channels were traditionally under-used in driving applications. We set out to change this.

Despite Oxford’s world-leading status, digital growth channels were traditionally under-used in driving applications. We set out to change this.

Despite Oxford’s world-leading status, digital growth channels were traditionally under-used in driving applications. We set out to change this.

Solution

We ran a growth pilot with one Master’s degree, experimenting with a range of messaging and audiences on Facebook and LinkedIn. Having proven the potential of these channels we made a business case to run a full digital transformation project across all departments.

We ran a growth pilot with one Master’s degree, experimenting with a range of messaging and audiences on Facebook and LinkedIn. Having proven the potential of these channels we made a business case to run a full digital transformation project across all departments.

We ran a growth pilot with one Master’s degree, experimenting with a range of messaging and audiences on Facebook and LinkedIn. Having proven the potential of these channels we made a business case to run a full digital transformation project across all departments.

We ran a growth pilot with one Master’s degree, experimenting with a range of messaging and audiences on Facebook and LinkedIn. Having proven the potential of these channels we made a business case to run a full digital transformation project across all departments.

Headline results

Headline results

30

International markets targeted

International markets targeted

International markets targeted

90%

Decrease in
acquisition costs

Decrease in
acquisition costs

Decrease in
acquisition costs

6

Programmes we now look after

Programmes we now look after

"To implement a new framework of growth marketing at the school, we needed a strategic and proactive partner which we found in Newton Bell. Even in a short time frame, we have seen a fundamental improvement in marketing effectiveness and will continue to scale up our partnership."

Iain Harper, Head of Digital, Said Business School - University of Oxford

"To implement a new framework of growth marketing at the school, we needed a strategic and proactive partner which we found in Newton Bell. Even in a short time frame, we have seen a fundamental improvement in marketing effectiveness and will continue to scale up our partnership."

Iain Harper, Head of Digital, Said Business School - University of Oxford

"To implement a new framework of growth marketing at the school, we needed a strategic and proactive partner which we found in Newton Bell. Even in a short time frame, we have seen a fundamental improvement in marketing effectiveness and will continue to scale up our partnership."

Iain Harper, Head of Digital, Said Business School - University of Oxford

"To implement a new framework of growth marketing at the school, we needed a strategic and proactive partner which we found in Newton Bell. Even in a short time frame, we have seen a fundamental improvement in marketing effectiveness and will continue to scale up our partnership."

Iain Harper, Head of Digital, Said Business School - University of Oxford

Our process

We have been working with the business school leadership to prove the effectiveness of a range of digital marketing channels. In the first instance, we decided to run a growth pilot with the MFE programme before rolling it out across the school. This involved 8 weeks of intense experimentation, primarily on Facebook which was previously not used for paid advertising at all. We tested several lookalike and custom audiences, types of messaging and calls-to-action.

In this pilot project we established a set of campaigns on Facebook that generated high-quality leads for around £7 each, compared to on average £50-70 on previous LinkedIn campaigns managed in-house.

This was made possible by testing a wide variety of messages ranging from career progression to the Oxford experience, and by identifying the best call-to-action that attracted the highest quality applicant: in this case, offering a personal video call with a recruiter. We were leading the development of messaging and creative assets, working closely with the programme leads.

Since the growth pilot we have started rolling out our approach to the MBA, EMBA and Executive Education departments which have seen even more promising results. That’s why we’re making a further business case together with the Head of Digital to allocate significantly more budget towards Paid Social channels.

We have been working with the business school leadership to prove the effectiveness of a range of digital marketing channels. In the first instance, we decided to run a growth pilot with the MFE programme before rolling it out across the school. This involved 8 weeks of intense experimentation, primarily on Facebook which was previously not used for paid advertising at all. We tested several lookalike and custom audiences, types of messaging and calls-to-action.

In this pilot project we established a set of campaigns on Facebook that generated high-quality leads for around £7 each, compared to on average £50-70 on previous LinkedIn campaigns managed in-house.

This was made possible by testing a wide variety of messages ranging from career progression to the Oxford experience, and by identifying the best call-to-action that attracted the highest quality applicant: in this case, offering a personal video call with a recruiter. We were leading the development of messaging and creative assets, working closely with the programme leads.

Since the growth pilot we have started rolling out our approach to the MBA, EMBA and Executive Education departments which have seen even more promising results. That’s why we’re making a further business case together with the Head of Digital to allocate significantly more budget towards Paid Social channels.

We’re keen to hear more
about your business and
your marketing ambitions.
Get in t
ouch!

We’re keen to hear more
about your business and
your marketing ambitions.
Get in t
ouch!

Newton Bell
Henry Wood House
Riding House Street
London, W1W 7FA

Newton Bell
Henry Wood House
Riding House Street
London, W1W 7FA

Newton Bell
Henry Wood House
Riding House Street
London, W1W 7FA

Request your free growth audit:
felix@newtonbell.com
+44 7880 737247

Request your free growth audit:
felix@newtonbell.com
+44 7880 737247