The Client Brief
Swiss Education, a leading recruiter for study abroad programs in Switzerland, came to Burda Asia for help raising awareness of its programs, streamlining its campaigns and attracting larger, targeted audiences within its international education niche.
We developed a campaign communicating Swiss Education’s message through a combination of print, digital and event-based strategies staked on real data and in-depth knowledge of the group’s target audience – in other words, the Burda 360° approach to education.
The project started by building a dedicated microsite for Swiss Education and continued with social media and Google AdWords campaigns that were amplified by A/B testing. We tailored Facebook posts and web content to resonate with upper-class families, in particular Thai parents looking for world-class study abroad opportunities for their teenage children and self-starting students who wanted to learn more about hospitality programs in Europe.
The digital campaigns were developed in both English and Thai to cater to expat families – from Europe, the US, China and Japan, especially – and affluent local families.
Meanwhile, we used Thai-language print title Hello! Education, a supplement to leading luxury lifestyle magazine Hello!, to highlight Swiss Education. We placed the Swiss Education Group at the premium position on the cover of the December 2015 issue and published a long-form story on celebrity parents whose children studied in Switzerland, as well as another story that featured eight of the country’s world-class schools.
In early December, we organised an exclusive informational event at The St. Regis Bar, the luxury lounge inside the five-star hotel in central Bangkok. Called “Discover World-Class Education in Switzerland”, the event offered families planning to send their children to Switzerland an opportunity to obtain first-hand information from experts.
The event was presided over by Christophe Xavier Clivaz, president and founder of Swiss Learning; Ekthana Faisaikram, managing director of Ekthana Education Services; and Waraporn Siriboonma, managing director of Burda Thailand .We also brought in leading social figures, whose children were studying at the Leysin American School in Switzerland, as guest speakers, and had representatives from six different boarding schools in attendance.
Swiss Education saw an 8% click-through rate from our Google Search strategies – four times more than the average click-through rate for industry searches. The group also recorded nearly 1,000,000 impressions and a 5% engagement rate from our Facebook campaign
The quality leads we generated not only provided results in the digital realm, but also in person, as parents and applicants met and talked with Swiss Education representatives and enrolled in programmes onsite at the Swiss Education event at The St. Regis Bangkok.