Singapore Polytechnic (SP) was looking to drive traffic to its Open House website, increase footfall for Open House, and to position itself as the top polytechnic choice for O level & ITE students.
Services & Tech
As SP’s digital & social media marketing agency, we provided a full spectrum of web development, creative design and marketing services to resonate with the key target audience. This includes designing and developing a visually attractive website and executing a full-fledged marketing campaign across multiple key digital platforms – Google Search, GDN, Facebook, Instagram and YouTube.
Brief & Challenge:
SP was looking for a website that will interest the target audience to visit the Open House through providing key information about the school – such as Courses, CCAs, Facilities, Students’ Success Stories, School Tour etc. The key challenge was to create a website that engages the target audience and maximise their time spent on the site. It was also important to differentiate SP from the other polytechnics and encourage users to visit their Open House event.
Solution & Outcome:
With a brand new creative concept and thorough research, we changed the entire look and feel of the Open House website. Keeping its main target audience in mind, we created a website that showcases a vibrant and youthful style, whilst still making it user-friendly and retaining key information of the school’s offerings. Cool & interesting features such as Quiz were also built on the site to help students better understand the poly course that suits them more.
Users’ behavior on the site was also constantly tracked to identify the top viewed pages and top actions carried out by users. Such insights allowed us to better optimize our digital ads in terms of curating ad content that the audience are more interested in.
The website performed well in terms of keeping users engaged, as users spent longer time on the site and the site achieved a lower bounce rate compared to the previous year.
BRIEF & CHALLENGE:
The main promotional video for Open House was also one of the key drivers to the event. SP was looking at an engaging video that is different from the generic types of Open House videos and to encourage viewers to watch the video completely. SP has done various types of videos previously such as featuring school alumni, students’ success stories, walkthrough of the campus and showcasing how lessons were conducted. As such, SP wanted a more refreshed and creative video concept that resonates with teenagers yet still showcase the school interestingly.
SOLUTION & OUTCOME:
We carried out a detailed research of the types of videos that are popular and trendy amongst teenagers and found that most teens enjoy watching dance videos due to the increased popularity of pop culture. Hence, our video concept featured SP’s dance group performing to a dance routine around the school. With catchy background dance music and eye-catching visual effects, the final video featured students dancing at different spots in campus. It was successful in showcasing the vibrancy of SP’s culture and facilities as it received positive reviews from staff and students. The video also garnered more than 180K views in just one month.
SP Open House 2020 Full Video
BRIEF & CHALLENGE:
SP wanted to leverage digital platforms that were popular amongst teenagers to reach out effectively to them through paid ads.
The key challenges were to identify the digital platforms that can best reach out to teenagers and to create visually attractive ads and engaging ad copies to encourage teenagers to visit the event. Through detailed analytics of popular digital channels amongst the teens, we provided strategic recommendations to the Client and ran ads mainly on Google Search, GDN, Facebook, Instagram and YouTube.
SOLUTION & OUTCOME:
As such, we created various ad creatives and ad copies that are relevant to the target audience and can best capture their attention. Ads with different marketing angles (e.g. Student life, SP branding, Poly courses/CCAs/facilities, USPs, Quizzes etc.) were created to encourage clickthroughs to the website and drive engagement.
Using effective digital ads retargeting, we were also able to retarget past web visitors and users who engaged with the school’s social media pages by creating highly relevant ads with strong call-to-action, hence increasing engagement.
The ads performed well in driving brand recall and also increasing web traffic. Within a short span of 1.5 months, the ads generated more than 18 million impressions, close to 200K clicks, and about 500K video views in total.
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