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One of the leading Private Education Institutions(PEIs) in Singapore, PSB academy is uniquely positioned as the ‘Future academy.’ It offers courses that prepare students for in-demand jobs of the future in fields ranging from ethical hacking to digital marketing. In 2017, it unveiled its newest 100,000 sq ft city campus in Marina Square, the first of its kind, to prepare for expansion.
Being a school that is known for being innovative and modern, PSB academy is also one of the first in the market to look into modern marketing approaches. It is typical of schools to allocate budget for advertising in traditional mediums such as MRT billboards and newspaper classifieds each year. The response rate is hardly measurable. Having heard about the results-driven nature of performance marketing, PSB academy decided to work with Ice Cube Marketing to test out direct response advertising to generate signups for its events.
What we did
Unlike banner ads done for the purpose of creating awareness, our objective was to elicit immediate interest and desire to come up for the event. The call-to-action took the form of a signup form to secure their seat for the event. As venue was constraint by physical size, we could leverage real scarcity and urgency to come for this one-time event. Ultimately, the campaign became a success owing to a combination of these few factors:
Targeting people who have read articles related to careers in similar industries
Retargeting of warm audience who went to the landing page but didn’t sign up, with time-driven urgency messages
Researching and Crafting of 4-5 various ad angles ranging from direct ones, stories to statistics-based.
Development of custom landing page that brings people from awareness to interest and then to desire and action.
in 3 weeks
Turn Up Rate
” Not only does Ice Cube Marketing help us with enhancing brand awareness, they also deliver real business results in their marketing campaigns that are beyond basic metrics such as clicks and views. Ice Cube helped us generate substantial signups for our key events within relatively short duration, and very high percentage of actual turnouts – a testament to the quality of their campaigns optimisation and management. We would like to thank them for their contribution to helping more students discover PSB Academy.”
Jovan Lin, Assistant Vice President, PSB Academy
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