5 actions that helped us successfully conduct recruitment for a post-secondary school
Szkoła Morska case study
Recruitment for post-secondary schools can be challenging due to intense competition and a specific target audience.
For Szkoła Morska in Gdynia, which offers navigator officer and marine engineer officer programmes, we developed a comprehensive strategy that delivered strong results. Read on and find out how we generated 450 applications in 5 months!
Table of contents
- A responsive website – what did we do to make people want to visit it?
- An effective marketing strategy for post-secondary school recruitment
- Reaching the target audience through regular social media communication
- Data monitoring and analysis – the key to recruitment success
- Advertising a post-secondary school – see our results!
What did we do to make people want to visit it?
The first step towards successfully recruiting students for the post-secondary school was refreshing our client’s website.
A modern design and intuitive page layout were the foundations that helped us attract the attention of potential candidates.
As part of this process
01
We modernised the website’s appearance by using consistent graphic elements and responsive design, ensuring it looks great on both computers and mobile devices.
02
We expanded the content by adding detailed descriptions of the available programmes, helping potential candidates better understand the courses on offer.
03
We created an FAQ (Frequently Asked Questions) section with answers to the most common questions, significantly reducing the number of direct enquiries.
04
We created a clear, easy-to-use application form, simplifying the candidate registration process.
An effective marketing strategy for post-secondary school recruitment
The Evostudio team worked for several weeks to prepare a cohesive marketing strategy for a client in the education sector.
To achieve the goal of successful recruitment for Szkoła Morska, we defined the ideal candidate profile, enabling us to tailor our marketing activities more effectively.
Developing a marketing funnel was one of the key activities in the early stages of creating the strategy. See how we defined it for our client!
An important element of the strategy was planning both organic and paid activities. We balanced SEO efforts with paid marketing campaigns, increasing our visibility in search engines and driving more traffic to the website. We used social media to build a positive image of the school, where regular posts, engaging content and advertising campaigns delivered excellent results.
I conducted an in-depth analysis of competitors’ activities, which allowed me to identify the strengths and unique features that distinguish Szkoła Morska from other educational institutions.
Kasia
Junior Copywriter Evostudio
Reaching the target audience through regular social media communication
Social media play a key role in reaching younger people, who were the target audience for this project. Read on to find out how we built our Instagram communication strategy!
01
Keeping up with trends
We monitored the latest social media trends and responded quickly to changes, adapting our communication to users’ current preferences.
02
Benefits-driven communication
We focused on presenting the tangible benefits of studying at Szkoła Morska, such as high-quality education, career opportunities and unique learning experiences.
03
Using artificial intelligence to generate images
We used modern tools to create attractive visuals and graphics, increasing user engagement and improving campaign performance.
Data monitoring and analysis – the key to recruitment success
To ensure the effectiveness of our activities, we monitored the data regularly.
By analysing the results, we were able to adjust our marketing activities continuously, allowing us to respond quickly to candidates’ changing needs and preferences.
We used advanced analytics tools such as Google Analytics 4.0 and the Meta Pixel to track website traffic, campaign effectiveness and social media engagement.
Advertising a post-secondary school – see our results!
We supplemented our organic marketing activities with paid recruitment promotion through both Meta Ads and Google Ads.
During the first few weeks, the Facebook and Instagram campaign targeted a broad audience of young men aged 18-25. Through visual creatives, mainly Reels published on Instagram, we presented the benefits of studying at Szkoła Morska and working at sea.
By the end of August, the ads had reached nearly 166,000 people and generated more than 419,000 impressions, while over 10,400 people visited the recruitment page and showed direct interest in submitting an application.
Marta
Senior Marketing Manager Evostudio
01
Thanks to the advertising activities conducted from April to the end of August, as many as 450 people completed the ad form and expressed their interest in studying at Szkoła Morska.
02
A remarketing campaign was also launched in July to remind people who had visited the recruitment page or social media within the previous 30 days that recruitment was still open.
03
Alongside the promotional social media activities, a Google Ads campaign supported recruitment for Szkoła Morska from the outset. Over a month and a half, the advertising campaign generated 127 conversions – this many people completed the recruitment form thanks to the ads. The ads were seen by 130,000 people and clicked by 8,600 people.
Are you interested in achieving similar or even better results for your company?
Get in touch! Together, we will develop a strategy that will help you achieve success.
Ready to take the next step?
Let’s talk. Tell us your goal, we’ll guide the way.
