Across The Pond

Across The Pond is the leading source of up-to-date, quality information on
studying in the UK and a trusted advisor for enabling students across Norway,
USA, Canada and Latin America to enjoy an amazing experience studying at
leading universities in the UK.

Study Across the Pond - Inbound marketing

The Brief

Across The Pond were using pay-per-click advertising inefficiently to generate student applications for their 35 partner universities. Although the pay-per-click adverts were effective in attracting applicants, the cost-per click rate was high and unsustainable. As such, Across the Pond needed to diversify their lead sources to improve their return on investment.

Study Across the Pond - Inbound marketing

Inbound Marketing

We developed a tailored inbound marketing strategy for Across the Pond that was designed to diversify their lead sources, build their reputation and create more opportunities for engagement and conversion.

The strategy consisted of quarterly content-led campaigns; these focused on the different pain points that study abroad students often experience, such as funding, accommodation etc.

Following extensive buyer persona research, we identified audience segments that would benefit from their own targeted campaigns, for example, students that were looking to study in London only.

Study Across the Pond, Love London campaign

Love London Study:

Campaign Overview Through researching North American and Canadian student personas, we identified that these students favoured London to study and to live. This was also reflected by search results; London received the highest search volume worldwide among US students looking to study overseas.

Although creating a region specific campaign was a first for Across The Pond, Love London was a natural fit and we were confident it would deliver a good return on investment.

Key Activities: 

  • Blogs & infographics designed to drive organic traffic
  • Premium content to convert website visitors to leads
  • Day-to-day management of social media, SEO, PPC & email

Outputs:

  • eBook: The all-in-one student's guide
  • eBook: London living: Insider tips from the UK study experts
  • Infographic: How London became the number one city for studying abroad
  • Email 
  • Social media posts (Facebook & Twitter)
  • Blog posts
  • Paid advertising
Study Across the Pond, Grads abroad campaign

Grads Abroad:

We identified that a large portion of US and Canadian postgraduate students wanted to complete their studies in the UK – but were unsure how they could make this possible.

Aimed at postgraduates, the Grads Abroad campaign highlighted the benefits of choosing to study a Masters (or similar) degree in the UK. We developed content to answer common questions around subjects such as cost differences and time to complete postgraduate studies as well as emphasising the ease of Across the Pond’s application process.

Key Activities:

  • Blogs and infographics, designed to drive organic traffic
  • Premium content to convert website visitors to leads
  • Day-to-day management of social media, SEO, PPC, email

Outputs:

  • eBook: Graduate School in Great Britain: The Myth-Buster Edition
  • eBook: Graduate's Guide to Funding your UK Master's Degree
  • Infographic: Battle of the Grad School Destinations
  • Social media posts (Twitter and Facebook)
  • Supporting blog posts
  • Paid advertising
Study Across the Pond, Inbound marketing results

Results

Since starting work with Across the Pond in late 2014, the results speak for themselves:

  • Blog subscribers increased from 0 to over 1,000

  • Increase in organic search visits by 41% in 2015

  • Increased leads by 30% in Q4 2015 compared to previous quarter

  • Increased leads by 813% in Q4 2015 compared to the same quarter last year

  • Increased social following by 86% in the last six months of 2015 compared to first six months

  • Website visits from social media increased by 526% in 2015