Case Study

Advertising Campaigns

Concordia University of Edmonton

Our work with Concordia University of Edmonton (CUE) provides vast experience with multifaceted projects. Over the past two years, Adverb was responsible for brand, recruitment, faculty-specific events and several heavy-up or application-deadline-specific campaigns. 

Adverb supported CUE with communications, marketing, design and social media.

Adverb supported CUE’s Brand Awareness campaign, as well as three student recruitment campaigns for CUE this year—one for general student recruitment, and another for specific programs, including the Bachelor of Education After Degree, the Bachelor of Management, and the Bachelor of Science in Information Technology. They represent a total advertising spend of approximately $425,000 in local and regional markets.

The third campaign we developed for CUE was around international student recruitment. This campaign targeted a niche audience of international students in the United States who were either on visas attending or planning to attend universities, who may be looking at Canadian institutions due to recent US government policies and decisions. 

Adverb collaborated with CUE’s media planner and buyer on this campaign to effectively target this audience and deliver a specific message, strategically focusing on getting a degree in Canada with affordable and quality education, where you can transfer existing credits.

The goal of this campaign was to drive applications, understanding that many students may need assistance or have questions, lead forms, advisor and immigration appointments, and virtual info sessions were all trackable conversions. While hard numbers of applications and inquiries from the duration of the campaign have not been provided by the client, we know that just over 750 actions/events were captured on the site from the online advertising against the conversions listed above.

The online campaign achieved over 2.5 million impressions, 37,200 clicks, and an average CTR of 1.45% between the video and display throughout the three months. Well over-achieving industry benchmarks and surpassing estimated goals.

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