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For the first time in Ukraine: online admission

Advertising

For all the years of Ukrainian independence there was only one format for admission to universities for higher education - personal presence and offline submission of documents. Due to quarantine our agency and Interregional Academy of Personnel Management (IAPM) has developed a completely new service - online admission. The only problem was that there was no existing market for this service.

Task

Create a market for a new service among the target audience to establish a clear relationship between MAUP University brand and the opportunity to enter online.

Decision

Within five days of the introduction of the nationwide lockdown, the following were developed:

  • mechanics and forms of online application submission;
  • instructions on the Academy website as a landing page;
  • Google Display Network banners, Search ads, social media posts;
  • an advertising campaign was launched on the sixth day of the lockdown.

Channels:

  • Google (mainly GDN, since there were no online admission requests)
  • YouTube;
  • Facebook;
  • Instagram;
  • Viber;
  • WhatsApp;
  • educational media: Osvita and Education.

Results

Achievements:

  • the obvious income of the Academy;
  • increasing the mobility of applicants, facilitating the process of entering the university;
  • expanding the geography of applicants, new opportunities for higher education for residents of settlements with complex logistics;
  • creation of a long-term new "entry point" of the client (student), along with the existing ones.

The number of applicants increased by 72,5%

in comparison with the same period of the previous year with the same budget.

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