Boosting brand awareness and course enrolment

Berlin School of Business and Innovation (BSBI), a pioneering education provider with global aspirations, sought to evolve its marketing strategy to nurture future students. Thanks to adopting a new holistic multi-product approach on LinkedIn, the business school has successfully increased brand awareness and course conversions across the world.

The Results

More than 600 LinkedIn members were exposed to both brand awareness and course specific InMail marketing within 30 days. Click-through rates soared by 33% and there were consistent lead-to-course enrolment rates from LinkedIn.

•  +33% CTR increase
•  609 members exposed

The Objective

•  After experiencing stellar student growth since being founded in 2018, BSBI wanted to invest in brand-building to maximize awareness in their existing markets, while increasing awareness in markets where they are less well-known.

The Approach

•  BSBI adopted a multi-product strategy on LinkedIn using sponsored content, InMail and social media to increase brand awareness and conversions.
•  Integrating video advertising of the brand in the new campaign drove traffic to a landing page designed for prospective students embarking on the shortlisting process.
•  Warm leads were then retargeted with InMail ads to convert them into leads.

Success factors

•  BSBI credits the combination of top-of-funnel sponsored brand awareness content followed up with low funnel course-specific InMail as pivotal to their success in increasing awareness of the brand – not just its courses.
•  LinkedIn has enabled the school to adopt a best practice approach to higher education marketing, navigating the “sea of sameness” often seen in the sector.