Promoting short courses, apprenticeships and a purpose-built campus

NECA E&C needed brand presence and student acquisition at once: promoting the brand, a new purpose-built campus, and a catalogue of short courses to audiences ranging from apprentices to employers, with advertising spend held accountable to cost per lead.

The lead generation campaign ran across Meta and Google services, with Google emerging as the top performer, contributing 57% of total leads at a more cost-effective $78.26 CPL. Optimisation kept the machine improving: creative shifted to promote the specific short courses with the highest lead potential, an internal retrospective identified top-performing assets and added new overlays to avoid creative fatigue, and Meta lead ad forms streamlined Open Day registrations for the Dandenong and Carlton campuses.

Beyond the campaign itself, we developed a new brand book to lift NECA E&C’s brand image and awareness for everything that follows.

The campaign generated 593 leads at a $93.83 cost per lead, directing 69,188 people to the landing pages at a 1.08% click-through rate, exceeding the objectives and cutting through a crowded education sector.