The decision takes years.
For schools, business schools, vocational training, online learning, and certification programmes navigating long consideration cycles and tight intake seasons.
Build conviction across the months. Convert sharply in the weeks.
For schools, business schools, vocational training, and certification programmes whose prospects decide over a long cycle but enrol in a narrow one. Long arc (3–18 months): online search, social discovery, education fairs, open days. Short window (weeks): interview, enrolment.
Search, fairs, open days and word of mouth all feed the same campaign. Attribution follows past the click, all the way to the enrolled student. One team, two regions: education marketing handled directly from Switzerland and Hong Kong.
Every touchpoint along the way is an opportunity to influence the decision.
Education marketing.
Identifying real prospects, not just clickers.
Audience segmentation by stage of journey (awareness, consideration, evaluation, decision), by stakeholder role (student, parent, employer), and by intake cohort.
The campaign isn't bidding against the same audience all year. It's bidding against the right cohort at the right point in the cycle.
Budget timed to the intake calendar.
Search interest spikes around open days, application deadlines, and decision windows. Auction prices spike with them. A flat budget overpays through quiet weeks and under-funds the peaks where conversion actually happens.
We model demand against the academic calendar and allocate by week and channel.
Market and channel strategyReaching the student and the person paying.
Parents consume different content, on different platforms, at different times than the students they're paying for. Employers and professional buyers operate differently again.
We run separate creative and channel pairs by stakeholder, sequenced through the cycle. Same campaign brief, a different conversation for each.
Paid media activationFrom the form fill to the enrolment.
A form fill is easy to count and easy to celebrate. But in education the enrolment lands months later, and by then the form fill tells the bidding model very little: CPL looks healthy, the enrolments don't follow. We rebuild the join: server-side tracking, Conversion APIs with hashed CRM data, offline conversion imports for the leads that actually enrol.
The platforms bid toward enrolled students, not toward form fills that go nowhere.
Measurement infrastructureOne programme, recruited in every market.
When a programme recruits globally, the channels aren't the same from one market to the next. What reaches a prospect in one region rarely reaches a candidate in another: different platforms, a different route to the same enrolment.
Different creative, different messaging, entirely different platform logic. Each market feeds its enrolment data into the same tracking layer, so the intake window is watched from every direction at once.
From counting form fills to counting enrolments.
- Audiences segmented by interest, not by stage or stakeholder
- Flat budget across the year, overpaying through quiet weeks
- Form fills reported as conversions, enrolments not tracked
- Bidding toward leads that don't convert to enrolled students
- Audiences segmented by stage and stakeholder, not just interest
- Channels that reach the student and the decider on their own terms
- Attribution from form fill through admissions to enrolment
- Bidding that optimises toward students who actually enrol
Programmes in motion.
Education marketing engagements come in different shapes.
Schools recruiting for the next intake. Business schools scaling applicant pipelines. Programmes selling to individuals and employers alike. A first call to see what's running, where the friction is, and whether we're a fit.