Beehive Strategy | YEW CHUNG COMMUNITY COLLEGE
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YEW CHUNG COMMUNITY COLLEGE

About This Project

PERIOD:

8 MAY 2014 – 28 JULY 2014

 

TARGET AUDIENCE:

Gender: Unisex

Age: 16-18(Students), 19–45(Parents)

Education: Secondary or above

Social Class: Middle – Upper Class

Geographical Location: Hong Kong

 

KEY OBJECTIVES
  1. 1. Based on data analytics, to better promote the YCCC courses and raise awareness
  2. To get contact information of interested parties by enquiry form

 

CHALLENGE
  1. Lower popularity than other competitors
  2. Required to attain objectives in a relatively short period

 

STRATEGY
  1. Mobile Banner Ad
  • Display mobile ad on popular applications

– Medium selection factors:

popularity, content correlation, summer holiday…

  • Track the data to analyze and optimize user path

– Tracking tool: Google Analytics

  1. 2. Search Engine Marketing
  • Display ads on different search engine

– Tools: Google AdWords, Bing, Yahoo

  • Do campaign-based SEM both on desktop and mobile

– Goal: find the best performing ad content

  • Optimize Extension to increase conversion rate

 

OUTCOME
  1. After optimization, new version of mobile ad has 357% lower CPM and 94% higher acquisition rate.
  2. In SEM campaign, overall conversion rate is 5.03%, higher than expected 1%.
  3. YCCC can gain around 20-30% of impression from May to July. (Adwords)
  4. 10,000 users search the keywords, YCCC ads can be shown 3,000 times.
Client

YEW CHUNG COMMUNITY COLLEGE

Services

Campaign Analytics, SEM, Implementation