DBS Part Time Winter 2011

Key Challenges

We wanted to communicate to both active and passive searchers that DBS provides the educational experience that will improve your professional/career prospects.

• Current market – things have changed with the recession, people have less cash and are worried
  about their job opportunities/security.
• Highly competitive market.
• Everyone saying the same thing – need to stand out.

Solution

The solution was to tap into the motivational factors that will get people to study part time and choose DBS.

We focused on individual sectors with relevant messages in order to resonate with the target audiences, and created ads for the top 5 part time course areas as well as one generic ad.

The media selection mirrored these key areas. The media was very targeted and contextual. We minimised wastage by reaching the right audience in the right place at the right time.

Topline Results

The CTR increased compared to last winter’s campaigns, with the targeted creatives outperforming the generic.