FPT University
Client
FPT University
Year
2016
Deliverables
Digital Strategy Development
Search Engine Marketing
Driving student recruitment for a foreign university
FPT University is a private university of technology in Vietnam. It is a member of FPT Group and has campuses in Hanoi (main), Ho Chi Minh City and Danang.
The Brief
FPT University, Hanoi, Vietnam wanted to grow their foreign student population and they identified Nigeria as a likely source for foreign students. The university engaged us to run a campaign to drive Nigerian students to enroll for their software engineering and computer science programs
What We Did
We designed an integrated digital marketing strategy. The first issue we confronted was the fact that Vietnam was not a country Nigerians were familiar with and the few that knew about the country only knew about “Vietnam war”.
We developed a two-pronged marketing strategy – promoting Vietnam as a fast growing, peaceful and black friendly country. While FPT University was also positioned as a cutting-edge university with global renown.
To tell our stories, sponsored stories were placed on relevant educational platforms. We deployed targeted banner ads on Facebook and Google display network. Clicks were directed to a dedicated and highly optimized landing page
Marketing automation via Mailchimp was used to nurture the leads through the funnel.