CASE STUDY
Digital Attraction Strategy for Future Leaders
Areas
Paid Media. Google Ads. Media planning. Measurement & Optimization. Programmatic advertising. Conversion optimization
We helped ESADE, one of the top international business schools, attract national and international students through an innovative Performance Media strategy, selected in the Google Premier Awards.
ESADE, one of the top international business schools, came to Runroom with a clear need: to integrate their recruitment campaigns into a single provider to improve their results and make the digital channel the main attraction channel.
Since 2011, we have been helping ESADE attract national and international students through an innovative Performance Media strategy and have been ESADE's partner in Analytics, SEO, UX, and the creation of digital channels and experiences, ensuring a 360º experience in the digital environment.
In recent years, ESADE has faced the challenge of strengthening its position as a brand internationally against strong competitors in the market. One of the school's main challenges was to increase its digital presence and improve the performance of its video campaigns. Additionally, as a specific challenge, the business school wanted to increase the view rate and reduce the CPV.
To begin, we got to work alongside the branding studio Firma, responsible for ESADE's brand strategy, to gain an in-depth understanding of the institution, its reality as a platform for training and innovation, and the target audience. Thus, we defined a strategy of search engine campaigns that achieved a sustained conversion improvement over time.
The constant optimization of both the campaigns and the usability of the recruitment channels has allowed us to achieve the objectives defined by the client: increase the conversion rate and optimize the cost per acquisition at a double-digit annual rate.
An Awards Strategy
The Performance Media strategy for ESADE was shortlisted for two consecutive years in the prestigious Google Premier Partner Awards, in 2017 in the Search Innovation category, as the only Spanish company in this category, and in 2018 in the Video Innovation category.Thanks to the final campaign, ESADE grew in brand awareness against its competitors, and the Brand Interest study revealed that the school achieved a 62.8% increase in interest in brand keyword searches after viewing the video.After many projects developed together, we have established a relationship based on professionalism and trust, sharing one value above all: the priority of people as the heritage of both companies.
This relationship has led ESADE's marketing department to entrust us with the
consulting of their organizational change
and the creation of digital platforms for the institution and for different business units. To delve into ESADE's digital transformation experience, you can
read the interview with Julio Villalobos
“El talento de Runroom en el entorno digital nos ha ayudado a dar un salto de valor a ESADE como organización. Antes invertíamos 100 en Google y obteníamos 1.000; ahora invirtiendo 80 en Google y 20 en Runroom, obtenemos 10.000: ¡es rentable invertir en neuronas! Y más en un mercado donde todo evoluciona muy rápido e internamente es muy difícil tener el conocimiento suficiente para estar al día Julio Villalobos, Corporate Director & Chief Digital Officer, ESADE”
“En el proyecto de la Web de Executive Education Runroom nos han acompañado desde la conceptualización, diseño e implementación de la solución técnica con unos resultados y rendimientos excelentes. Saben entender los objetivos de negocio y trasladarlos a proyectos con claro enfoque a usuario, innovadores y sin perder de vista la calidad del performance. Estamos muy satisfechos y hemos disfrutado y aprendido mucho en el proceso y cumpliendo timings. ¡Gracias runroomers por hacerlo fácil! Vega Sainz Pelegri, Directora de Marketing, ESADE”
“La metodología Agile nos ha abierto las puertas a nuevas maneras de afrontar problemas; siempre enfocados a encontrar soluciones sin perder de vista los objetivos del proyecto y esto con una flexibilidad y agilidad que no dejan de sorprender día a día. Un proyecto complejo realizado con un tiempo muy corto y con una calidad solo alcanzable por grandes equipos. Sergi Fernández Bosch, Marketing Manager - Web, ESADE”
, Corporate Director & Chief Digital Officer at ESADE Business & Law School.You can learn about our experience in the Google Premier Partner Awards in this article
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