How to promote the university in an increasingly competitive environment?

The details of the case:

• The campaign consisted of 3 stages and covered 27 regions.
• The first, "outreach" stage was aimed at increasing knowledge of the university. We put together an effective split of radio, outdoor advertising, banners and context in Yandex, audio clips and VKontakte posts.
• At the second stage, the most important were registrations of applicants in the personal cabinet. Yandex tools had an excellent effect. The same cannot be said about VK Advertising: despite the testing of different targeting, messages, registration was too expensive, and it was decided to abandon this tool.
• Placement in Telegram is another point of contact with applicants. From the thematic channels, an engaged audience came to the university website. This is evidenced by the high depth of browsing (3.24 pages), long time spent on the site (2.25 minutes). The messenger brought few direct registrations - probably due to the inconvenience of filling in personal data from a mobile device.
• Working together provided an excellent result. Advertising traffic to the university website increased 4 times compared to 2022 data. For bachelor's and specialist programs, conversion from attracted site visitors to registration tripled, for master's programs - increased fivefold. Users spent twice as much time on the site.