MAKE SOLVAY ADVANCED MASTER’S GREAT AGAIN!
Solvay Advanced Master’s, an academic track within Solvay Business School, has felt a decline in interest from young graduates in its courses for several years and an increase in strong competitors, both in Belgium and abroad.
Although Solvay Brussels School has enjoyed a strong reputation and high regard within the professional world for several decades, this reputation no longer seems to make much of an impact on young graduates. The need for a new strategic campaign became urgent, and Invisible Puppy was brought in. The project challenge: “How can we convince 128 young national and international graduates to take one of the six advanced master’s courses at Solvay Brussels School in the 2019-2020 academic year?”
TAKE ADVANCED MASTER’S TO THE NEXT LEVEL
After a kick-off, a strategic approach and campaign plan were delivered, along with an initial campaign style and message. This is all based on the ‘Hofstede Insights’, which indicate that every country in the world has different values and norms, meaning that international campaigns must also be slightly adapted, depending on certain cultural aspects. We launched the campaign slogan ‘Take advanced master’s to the next level’ in five regions (Belgium, Greece, five EU countries, Turkey, and five non-EU countries). All visual creations were provided by Invisible Puppy.
THE CAMPAIGN RESULTS IN REGISTRATIONS
From February 2019 to September 2019, various campaigns and retargeting were launched via Facebook, LinkedIn, Instagram, YouTube, Google Display, Google Search, and email. To this end, banners, visuals, landing pages, emails, and videos were created. In addition, the various advanced master’s programmes, on the one hand, and Brussels and the school as a whole, on the other, were promoted organically. The result was a one consistent campaign, with one message, one story and – most importantly – one visual style.
After a seven-month campaign, this resulted in 177 applications for the new school year, with 87 students accepted (after completing Solvay Business School’s selection procedure). It was a successful campaign that also revitalised Solvay’s image.
Lead agency : INVISIBLE PUPPY