Institution of Civil Engineers
Student Marketing Campaign
The Institution of Civil Engineers (ICE) has more than 95,000 members worldwide. ICE support civil engineers throughout their career through offering professional qualifications of high industry standard.
The Coronavirus posed a challenge to many member focussed organisations. It resulted in near enough all in-person activities being put on hold. This created challenges across multiple industries, including organisations such as ICE. With their annual calendar of face to face events prevented due to COVID, their usual presence in universities resulted in a decline of approximately 1,000 student members in January 2021 compared to 2020.
TMC worked with ICE to solve the challenge of the declining student membership sign up. Our strategic marketing team developed a targeted student marketing campaign that clearly highlighted the benefits of joining as a student member. Promoting the unique benefits of their free ICE Student membership package through relevant channels and messaging.
400k Users exposed to the campaign content
3k Clicks to the campaign landing page
30% Increase in membership sign ups from the same period in 2020
Through market research, we utilised data to determine the best channels and messaging to produce an effective and engaging campaign. The key objective being to increase acquisition of the target audience and number of students accessing ICEs content.
The main channels of the campaign became organic and paid social posts across Facebook, Instagram, and LinkedIn. The market research determined that these channels were the most relevant to the audience.
Aligning both studio and marketing teams, the bespoke content was visually appealing alongside talking directly to our target demographic. Visuals and messaging were aligned to encapsulate the key benefits of ICE Student membership.
Continuously monitoring the campaign through regular reporting allowed us to closely monitor performance and optimise accordingly. Taking this approach allowed us to reposition the campaign as and when required. After analysing data from month one, we recommended that Facebook should take up a bigger proportion of ad spend due to higher performance levels.
Impactful student marketing campaign
Our social media campaign exposed over 400k users to the content. The campaign succeeded in significantly increasing the target audience’s engagement with ICEs content.
The flow of traffic to the student landing page and key page performance indicators were closely monitored throughout the campaign. This gave a clear indication of how the campaign was performing. During the 3 month campaign, there were over 2,000 new users to the student landing page a 15% increase from the previous year.
Following the completion of the campaign, over 2,000 new student members had joined ICE. This represents a 30% increase compared to the same period in 2020. The digital campaign was more impactful than when ICE representatives were able to physically attend the universities in 2019. This is a testament to how impactful the campaign was.
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