Milpark Education, a prominent provider of online higher education in South Africa, offers a range of programs in accounting, business, financial services and commerce. Dedicated to expanding access to education and fostering student success, the institution provides flexible study options and robust support systems tailored to individual needs. With a forward-thinking approach to learning, Milpark Education emphasizes industry relevance in its programs to ensure graduates are well-prepared for the future workforce. Its faculty, comprising of seasoned professionals with real-world expertise, equips students with practical insights into their fields. As a result, Milpark Education has become a preferred choice for school-leavers seeking strong career prospects and working professionals aiming for career growth.

Milpark Education encountered significant difficulties in generating leads for their academic programs. A lack of general brand awareness meant that potential students were not actively searching for the brand online, while generic search results were dominated by competitors. Although increasing brand awareness seemed like the logical solution, budget constraints made such efforts unfeasible. In this challenging scenario, Milpark Education turned to Vetro Media for assistance.

To address these challenges, Vetro Media developed a digital marketing strategy focused on lead generation for Milpark Education’s School of Financial Services, Business School, School of Professional Accounting and School of Commerce. The campaign began with targeted paid media efforts on Google and social media platforms. These efforts prioritized platform learning during intake periods, data collection and analysis and fostering brand affinity between intakes.

Using the collected data, the campaign expanded to include Performance Max, a Google Ads campaign type designed to optimize conversions across channels and devices. A small portion of the budget was allocated to display to enhance brand visibility, while social media budgets were strategically distributed to reach the right audiences at optimal times. Additionally, content creation played a pivotal role in improving click-through rates (CTR) on social platforms. Campaigns were optimized to highlight Milpark Education’s unique selling points (USPs) that resonated with prospective students’ needs and values while minimizing wasted expenditure by focusing on top-performing content.