Projects.
Trinity College
The project
SBM’s awareness and lead generation campaign greatly improves visits and applications to Trinity College.
The puzzle
Founded in 1872, Trinity College is the oldest residential college of the University of Melbourne, with a reputation for excellence in both education and accommodation for students. Trinity College approached SBM to implement a far-reaching lead generation campaign, with a focus on video. Their main goal was to increase the number of applications, improving the overall selection pool and increasing the college’s academic appeal. They also wanted to generate interest and registrations for open days and tours, with a key challenge being the appeal to the diverse range of audiences.
The solution
SBM’s solution was a heavy-hitting social & video campaign. The Marketing, Content and Video teams worked together to create a selection of videos, each of them featuring a testimonial from a student currently studying at Trinity. These students were pulled from a plethora of backgrounds and demographics, with the videos communicating authenticity and showcasing the vibrancy of Trinity College. These videos were then targeted across an incredibly wide variety of different audience types, using both YouTube advertising and Google ads to generate interest. The copywriting in these ads was extensive, kept fresh and varied to drive site visits and registrations.
The results
The campaign resulted in Trinity College receiving more than double the total number of applicants compared to the previous year, smashing the original goal from the start of the project. In addition to increased applications, the database and user information generated by the campaign has allowed for very effective nurturing processes for current and future potential applicants. The videos went beyond simple advertising, also showcasing the Trinity brand and lifestyle to a new generation of high school graduates and planting seeds for future years with both parents and students.
Strong messaging was used in post production, along with heavily connecting shots.
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