The global LCI Education Network was ready to launch its newest design school, LCI Melbourne, having invested millions in a bespoke campus with exceptional facilities for students of creative arts, fashion and costume, interior design, graphic design and photography and film. Despite boasting 23 campuses on five continents across the globe, LCI Education, as a brand, remained relatively unknown to prospective Australian students and their influencers. But its new campus had classrooms to be filled, and in September 2018 LCIM commissioned Ellis Jones to design and deliver a targeted digital student recruitment campaign, that would simultaneously build awareness and generate leads for the major 2019 enrolment period (to 1 February).
Our goal was to engage school levers considering design education options and generate web visits and course enquiries to support the business reach its enrolment targets. Our strategy was to document a live experience of creativity on campus, bringing the unscripted voices of the school's current students to the eyes and ears of prospective students — authentically showcasing the unique experience and course breadth on offer, and spotlighting its unique selling points.
The campaign videos, audio and display creative delivered to audiences via digital media (including YouTube, social media, Spotify and youth news media) achieved significant increases in engagement and lead generation, ultimately supporting LCIM to achieve its 2019 enrolment targets.
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