Istanbul Commerce University
In the 2019 preference period of Istanbul Commerce University, we increased the occupancy rate by 18% to 91.5%.
Istanbul Commerce University
Istanbul Commerce University was founded in 2001 by the Istanbul Chamber of Commerce Education and Social Services Foundation and has 6 faculties (Human and Social Sciences, Business, Law, Communication, Engineering, Architecture and Design), English Preparatory Department, 4 institutes (Foreign Trade, Social Sciences, Science and Finance Institute) and research and application centers. He continues his education life, which started with 73 students, with 7 thousand students and more than 300 academicians.
Commerce University / Target
In the 2019-2020 academic year, we started our work by determining the advertising models with Google Ads, Social Media, Network Networks and other channels that may be suitable for the sector according to the expectations and goals of our customers from digital.
Determining and Implementing the Right Strategy
ESTA 2019 (Trend Analysis in Education Sector) report, which we prepared as Destex Digital; Aiming to learn the behaviors and habits of students who make university choices and parents who will prefer children, it was created with the data obtained through the survey system by conducting field scanning. Surveys were asked for demographic information of the participants except their personal information.
The study was done by www.yuklis.com. (Yuklis.com is a Destex Digital brand.)
Digital Campaign Editing and Setup
We determined the historical strategy by analyzing our customer’s sector in our digital campaign setup and setup. With the perception management according to the determined dates, we have designed the students and parents to show the right content to the right people at the right time with Google AdWords, Social Media, Our Networks, Programmatic, TV Ads.
Design, Visual and Creative Studies
We have provided new generation solutions with the department experimental visual researches we have created for our customer. We have made it remarkable to work with pastel color scale, without leaving the institutional colors of the university to create a difference. Brainstorming with all our colleagues who are not our company is its impressive and catchy motto. We have made presentations and suggestions in all marketing activities of our customers with these slogans we have produced.
Google Ads Ads Search Network – GDN – Remarketing – YouTube
Ad groups were created for separate campaigns and sub-groups for each section. 14 Campaigns – 41 Ad Groups – 238 site link extensions – 238 Description text extensions – Location Extension – 41 Annotated Snippets were created. To avoid irrelevant clicks and unnecessary costs, 3,598 negative search terms were added at the campaign level before the campaigns were activated.
CPC values were given according to the positions by making ad previews.
The Target CPA bid adjustment was used to get more conversions at the specified target cost per action or lower cost.
The search volumes of the keywords we selected were determined by examining the Google Trends data.
Correct keyword selections were made using the keyword planner. By measuring on which devices the selected keywords were searched more, special campaigns were created for these devices. By making the distinction of provinces, 35% – 40% bid increase was made in the provinces where the most phone calls were made with the most forms and Click to call.
We passed with Programmatic Advertising
Programattic Places; Location, working behaviors such as where people live, work and where they visit, lifestyle, interests and habits, these behaviors can now be observed in the desired breakdown with smartphone GPS, public Wi-Fi and mobile internet. By targeting the Student Candidates, this was shown by the phone signals of the parents and the advertisements of Istanbul Commerce University. With the announcement of the exam results, advertisements were shown on this data again.
Stage 1
Observing the locations where mobile devices are provided to the internet.
Stage 2
Over time, make sense of the relationships with the locations where devices live, work, and visit.
Stage 3
Geo-indexed consumer data and associate devices at this location.
Geo-indexed consumer data and associate devices at this location.
We were noticed in the outer channels
43% of Internet users in Turkey İLAB iLab Network! Networks arabam.com, emlakjet, Kariyer.net, hangikredi.com, neredekal.com, ChemOrbis Connecting Markets, SteelOrbis Connecting Marketsn, Bakiciburada.com, Unisbul.com With this Network data, Pop – Up banner and Lead targeted advertisements were displayed to the target audience on the site. .
Universitetercihleri.com – 2.5 Million Students to make a preference were targeted. Homepage Masthead was broadcast with a fixed banner. Univerlist.com – Site-wide Search was broadcast. Doganburada.com – Capital – Ekonomist – Istanbul Life – Popular Science Site-wide banner broadcast. Yeni Şafak – Headline Advertorial Web + Mobile was broadcast. Sabah.com.tr – Preference positioning has been made.
Social Media Management and Facebook, Instagram Ads
Broadcast Channels: Facebook – Instagram
Seven Products: Custom audiences, similar audiences, detailed targeting, remarketing
Ad Spaces: Site news feed, mobile news feed, right column, instagram feed and story area.
With Facebook and Instagram Ads;;
Our main goals were to reach 15,000 – 20,000 Facebook and Instagram users on a daily basis, and make the university one of the first-preferred foundation universities. We determined the most suitable social media strategy for the brand in order for the brand to get the most accurate efficiency and results. We have created new strategies and campaigns for the progress of our customers on social media platforms and pre-preference, preference period and post-preference. We produced campaign images, videos and content texts for the ads we will create on Facebook and Instagram accounts. We determined the number of users we will reach on Facebook by creating the right target audiences for the brand and through A / B tests. We activated our Facebook and Instagram ads within the scope of our communication and approval with the brand representative.
All necessary optimizations were provided by our social media team during and before the preference period.
Our advertising reports were regularly relayed to the brand representative in detail every day, and information was provided on the phone.
The most accurate strategies and campaigns have been produced to provide access and interaction with students who will choose social media platforms and are in search of universities.
In this planning axis, in line with the approval of the brand, content, gifs, videos and images that will be of interest to the target audience were prepared and shared on the days and hours when the target audience was the busiest.
During the preference and promotion days, live broadcasts were made on social media at university stands and fairs, and the number of interaction and access was quadrupled.
We Increase the Interaction with Introductory Videos and the Duration of Stay on the Site
Studies for Introductory Film;
In the promotional video prepared for Istanbul Commerce University, it was worked out in line with the Istanbul Chamber of Commerce. It was designed heavily and part-oriented.
Studies for Loyalty Video;
Commerce University’s Door Opening to the Business World motto was put in the foreground. It was prepared to develop the bond of belonging of its current students. The image of the university; It is shaped by the view of the students and graduates of the university.
Benefit Videos;
Conscious prospective students attach great importance to the opinions of graduate students in their university choices. When they know that they will receive internship opportunities and job guarantees in the department they will choose, their trust in the university increases.
DID NOT SATISFY YOU? COMMENTS FROM ISTANBUL TRADE UNIVERSITY
Istanbul Commerce University
We would like to thank the Destex Digital team for their extraordinary effort, ownership, fast solution and their return during the process of conducting digital studies of our promotional activities together.
Gamze Okumus
Corporate Communications Assistant Manager
