CASE STUDY

MACQUARIE UNIVERSITY

CASE STUDY

The problem

Macquarie University runs annual local Open Day events across South East Asia. However, despite generating a high volume of leads, retention and converting student leads into attendees was a constant source of frustration.

The results

2 sold-out events with over 450 attendees and rooms filled to capacity

$0.90 CPL in Dhaka

93% Bot broadcast Open Rate

The goal

Generate leads through social media ads and introduce Macquarie University’s first-ever Messenger Bot to nurture the student journey and ensure high attendance for both the Dhaka and Kathmandu Macquarie University Open Day Events.

The solution

Working closely with the Macquarie University International team, we initially targeted a range of different in-stream audiences of students who had previously shown some intent toward studying at Macquarie University.

Using a range of lookalike and interest-based audiences, we also pushed to a broader cold audience. Because leads came cheaply, we tightened our targeting to ensure we were reaching more qualified students.

As leads came in, they were entered into an email nurture sequence and received SMS notifications and one-on-one consulting from the University’s student services team. SOMO built a Messenger Bot to build event excitement, gauge interest and push event reminders. The overarching goal of all tactics was to convert quality leads into attendees.