Milpark Education is a leading online education provider that offers undergraduate and postgraduate programmes in business, commerce, professional accounting and financial services. Committed to improving access to education and the chances of student success, Milpark Education provides students with flexible study options and exceptional support structures. Academic and personal support is individualised and representative of the institution’s contemporary approach to learning. Milpark Education prioritises industry relevance in all its programmes to ensure that graduates are work-ready. The faculty is staffed by experienced industry experts who offer students a real-world understanding of the dynamic nature of their fields. Altogether, this has made Milpark Education an increasingly popular choice for both school-leavers seeking the best chances of future employment and working professionals who wish to advance their careers.

Milpark Education faced a significant challenge in generating leads for their study programmes. Due to a lack of brand awareness, prospective students were not actively searching for Milpark Education online and generic searches were dominated by competitor brands. Though the solution seemed obvious, a budget for brand awareness efforts could not be afforded. In a difficult position,
Milpark Education approached Vetro Media for help.

We implemented a comprehensive digital marketing strategy and lead generation campaign for the Milpark Education Business School, School of Commerce, School of Professional Accounting and School of Financial Services. The campaign commenced with paid media efforts on Google and social media platforms that prioritised platform learning, and then data collection and analysis during intake periods, and brand affinity between intakes.

From the data collected, the campaign evolved to trial a new lead generation engine, Performance Max. This is a Google Ads campaign type that optimises for conversions across multiple channels and devices. A minor budget was then also allocated to a Display campaign to increase brand awareness, while social media platforms received carefully allocated budgets targeting the right audiences at the right time. Content development played a critical role in boosting click-through rates (CTR) on social media platforms. We optimised campaigns to favour top-performing content to minimise wasted expenditure and evolved the messaging to highlight the unique selling points (USPs) of Milpark Education that resonated with the specific needs and values of the target students.