Quality meets quantity across four states and ten courses

Prospective students expect providers to anticipate their needs, and the goalposts keep moving: course funding changes, intake periods shift, and each study area attracts a different person. genU needed a strong pipeline for its conversion team, built on applications rather than raw lead counts.

Real-time insights from our Melbourne-based call centre changed the game: immediate feedback on lead quality let the team adjust targeting and messaging in line with what was happening on the ground, while profiling page data flowed back to support the callers in turn.

A funnel-based campaign structure did the rest: a consideration campaign with top-of-funnel landing pages and state-based creative, and a conversion campaign targeting the middle and bottom of the funnel with study-area landing pages and retargeting creative. That structure kept the campaign agile, shifting budget with funding changes, leaning into states during key intakes, and personalising every touchpoint.

From January 2023 to January 2024 the campaign generated 3,261 leads and 556 applications, with a landing page conversion rate 7.68% above industry average and a 60% profiling page conversion feeding insight back to the client, activity that now spans 4 states, 7 channels and more than 10 courses.