FIT
MEDIA STRATEGY

UNIVERSITY ATTRACTS THE RIGHT STUDENTS MORE EFFICIENTLY

MEDIA AGENCY
ENORMEDIA

FOR BIG UNIVERSITY

CHALLENGE

A university wants to use its available media budget more effectively, as it does not make sense to advertise for degree programs that will be over-subscribed anyway. To this end, it turns to the Enormedia agency with the task of determining which of its degree programs will require more intensive advertising in the future – and which digital media mix and budget it should rely on for this. To do this, they first needed to make reliable forecasts of how demand for the courses would develop over the next few semesters – especially since preferences had shifted considerably in the wake of the pandemic. For those courses of study for which a considerable potential demand can be identified, but which are not yet (too) heavily enrolled at this university, it is then necessary to determine the appropriate advertising media through which prospective students can be reached with little wastage.

SOLUTION

Enormedia uses the Neutrum AI Targeter for the processing. The AI-supported analysis application from data specialist Hase & Igel integrates digital behavioral data from many different sources and uses it to calculate predictions and scenarios. Through the integrated functionalities of Neutrum MARKET CHECK, predictions are made based on the development of Google searches as well as interest in study portals as to how in demand the various study programs will be in the near to medium future. For those study programs that have an attractive profile (in demand, but not overcrowded), the software automatically determines where tomorrow’s students will obtain information, where and with what effort competitors will attract their online prospects, and what the optimal budget is for each channel from a price-performance perspective. This also includes a comprehensive survey of the online marketing mix and the budgets of competing universities in order to learn from the market and exploit gaps in the competition.

CUSTOMER BENEFITS

The analyses with Hase & Igel’s AI TARGETER enable Enormedia’s media experts to create a promising concept for the university within a very short time on the basis of all digital information processes in the market. The concept shows what the media strategy should focus on in the future, both in terms of content (which degree programs) and media (which channels), and which budgets need to be used for what, so that the desired goal is achieved with efficiency. For the channels with the best expected benefit, the solution automatically provides the most efficient times of day and days of the week for advertising placements as well as the optimal budget region. In this context, the Big Data approach enables dynamic orientation in an environment that is subject to major change due to the pandemic – and ultimately ensures that the appropriate students are won over.

“Evaluating the behavior of all prospects and competitors brings significantly more precision and certainty than surveying samples and buying general industry studies. An excellent basis for precisely tailored media strategies.”

– JAN JANSSEN, MANAGING DIRECTOR ENORMEDIA

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