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Cengage Education

Website Design
Rich Media Advertising
Online Brand Strategy
Full case study below...

The Challenge

Partnering with PHD, Adrenalin Media was engaged by Cengage Education in early 2009 to deliver a number of creative and rich media executions as part of a broader TVC, print and radio campaign. The objective was to utilise the online executions to drive brand awareness for Cengage Education following their merger with Thompson Education, and to simultaneously build purchase intent for their range of short courses and distance learning programs and become the institution of choice over traditional tertiary education institutions such as University or TAFE.

The Strategy

Adrenalin Media worked closely with Cengage Education’s marketing teams to devise an online campaign and online brand style which complemented the above-the-line collateral. Messaging for the creative units was split; the first, targeting a mass-market audience which provided strong branding for Cengage Education and provided a second touchpoint for the offline campaign. The second series of creative executions were niche and course-specific, engaging with targeted, highly qualified and course-specific traffic. A microsite was developed to support the executions and provide further information to users while extensive A/B testing was implemented for the campaigns.

The Results

These campaigns provided Cengage Education management with insightful information about their target audience, which they had never had before, and will be useful in future campaigns. All online executions as part of the campaigns outperformed the incumbent creative, both in click-throughs and ability to drive up both online conversions and call-centre enquiries.