As the #1 ranked business school in South Africa, and #3 in Africa, the University of Stellenbosch Business School (USB) wanted to raise brand awareness and strengthen their reputation as a leading business school in Africa.
USB needed to transform their existing academic achievements into a relatable, relevant brand. They struggled to maintain enrollment numbers and to shake off misconceptions about their offering.
We set out to change that! The aim? To attract an increasingly diverse pool of top faculty talent and high quality student applicants.
Huble Digital designed and implemented USB’s first-ever digital marketing strategy.
We conducted extensive research into the target market and developed four key personas, connected with each academic programme we were to promote.
We then used tailored messaging to build acquisition journeys for each academic programme and persona. To execute the paid campaigns for this strategy, we partnered with global media agency PHD. To hand our reporting, we created dashboards using our partner Databox.
We simultaneously launched a blog, which delivered topical content based on persona interests, on the institution of USB and their academic programmes.
Falling enrollment and a general lack of diversity across all academic programmes indicated that, despite a quality offering and more than a few achievements already in the bag, USB still found themselves battling perceptions that their programmes were irrelevant, outdated and exclusionary.
increase in new users
increase in number of applications to programmes
increase in user traffic, compared with same period from previous year
“A serendipitous encounter, sound strategy and amazing results. Now a growing partnership!”
Huble Digital used a multidisciplinary team to systematically solve the USB challenge.
Content and Paid Media experts worked alongside Digital Strategy specialists to turn insights into an executable, digital marketing plan.
Together, they used extensive market research to generate four key personas. These informed the development of thirteen customer acquisition journeys, which led to a content roll out that included blog content and paid media. Analytics and reporting ensured that strategy and roll-out were tied to measurable results.