Background: Dublin International Foundation College (DIFC), established in 1999, delivers specialised foundation courses to prepare international students for entrance into partner universities in Ireland and the United Kingdom. DIFC has been a resounding success, placing over 1,000 students onto graduate and postgraduate courses in the past few years alone. DIFC is affiliated with NCUK (Northern Consortium), an association of eleven UK universities which provides a similar service to DIFC, and works closely with them. Business Requirement: DIFC required a Digital Marketing Company most importantly, to increase the traffic to their site, but ultimately to an increase in online enquiries/online applications for foundation courses through their website, and subsequently that this Digital Marketing Activity increase in enquiries/applications be converted into real business. On a secondary level, DIFC’s brand awareness would consequently grow, leading to an ongoing cycle of online traffic increase.
Approach: Taking into consideration DIFC’s requirements, Evolution Digital identified and implemented a strategy to turn those requirements into results. The first approach was to increase their visibility on international search engines (UAE, Saudi Arabia amongst others) to improve their organic rankings. We then targeted specific regions and specific groups using Adwords. When their visibility improved, the focus of the strategy moved to converting visits into enquiries and applications. Changes to the website were suggested and agreed upon that would help convert enquiries/applications. An important initial objective was to drive traffic to websites, but also need to ensure that once a user arrives at the website, the experience they had to be tailored towards engaging with DIFC through the site.
Changes to the website were initiated (clearer calls to action, streamlining the application process, creating landing pages) in order to make the site more user-friendly and to ensure users would find what they were looking for in a shorter space of time. A back end data capture system was built to track applications and enquiries on the website was also established. Due to a high level of Mobile Visitors to the website a simple but effective mobile website was suggested, which also contains a form which visitors can use to submit applications and queries, similar to the desktop site, which has proved successful. In recent month’s a new separate UK specific website was also established for DIFC, to cement DIFC’s presence in the UK which has proved successful.
Results: Figures for enquires between July 2011 and July 2012 and the corresponding period to July 2013 increased by 58%. Benefits: DIFC increased their intake of students in the same period significantly, and primarily has lead to a significant increase in Sales for DIFC.
Testimonial: We are extremely glad to have discovered Evolution Digital. They continue to deliver on their promises and importantly, are a pleasure to deal with and always available when we need them most. We didn’t expect, when commissioning Digital Marketing Professionals to help us improve traffic to our website, that their level of involvement would be so high. We would be very happy to recommend the team in Evolution Digital to any company wishing to increase their Digital Presence and increase Sales and Business Leads.
– Diarmuid Moroney, Managing Director, DIFC