Why a boost was required
Our client, IATI wished to attract students to its Accounting Technician course, but faced a number of challenges. One of these was that applicants needed be working in the industry already, which meant they were already preoccupied with holding down a job. Another was the name of the course; Accounting Technician; while an accurate description, it lacked a little pizzazz.
By hooking the messages to a creative theme and establishing a separate URL, we managed to turn these disadvantages into advantages. The theme we chose, ‘You’re in Business’, brings the promise of progress and career development in an exciting way, while also describing one of the criteria for acceptance. We also created a custom website, www.youreinbusiness.ie and ran a targeted campaign that included press and online display ads.
The impact was instant, with enquiries rising by over 50%.