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1 Across The Pond Across The Pond is the leading source of up-to-date, quality information on studying in the UK and a trusted advisor for enabling students across Norway, USA, Canada and Latin America to enjoy an amazing experience studying at leading universities in the UK.

2 The Brief Across The Pond were using pay-per-click advertising inefficiently to generate student applications for their 35 partner universities. Although the pay-per-click adverts were effective in attracting applicants, the cost-perclick rate was high and unsustainable. As such, Across the Pond needed to diversify their lead sources to improve their return on investment.

3 Inbound Marketing We developed a tailored inbound marketing strategy for Across the Pond that was designed to diversify their lead sources, build their reputation and create more opportunities for engagement and conversion. The strategy consisted of quarterly content-led campaigns; these focused on the different pain points that study abroad students often experience, such as funding, accommodation etc. Following extensive buyer persona research, we identified audience segments that would benefit from their own targeted campaigns, for example, students that were looking to study in London only.

4 Love London Study: Campaign Overview Through researching North American and Canadian student personas, we identified that these students favoured London to study and to live. This was also reflected by search results; London received the highest search volume worldwide among US students looking to study overseas. Although creating a region specific campaign was a first for Across The Pond, Love London was a natural fit and we were confident it would deliver a good return on investment. Key Activities Blogs and infographics, designed to drive organic traffic. This content offered practical advice combined with personality to drive engagement, such as our infographic How London Became The Number One City For Studying Abroad. Premium content to convert website visitors to leads. This included ebooks such as: Studying in London: The All-In-One Student s Guide and London Living: Insider Tips From The UK Study Experts. Outputs Study guide Case study pack Infographic Social media posts (Twitter and Facebook) Blog posts Paid advertising Day-to-day management of digital channels including SEO, PPC, social media across multiple channels and .

5 Grads Abroad Overview We identified that a large portion of US and Canadian postgraduate students wanted to complete their studies in the UK but were unsure how they could make this possible. Aimed at postgraduates, the Grads Abroad campaign highlighted the benefits of choosing to study a Masters (or similar) degree in the UK. We developed content to answer common questions around subjects such as cost differences and time to complete postgraduate studies as well as emphasising the ease of Across the Pond s application process. Key Activities Development of two ebooks aimed at two different stages of the customer journey: Graduate School in Great Britain: The Myth-Buster Edition, was written to create awareness around studying a postgraduate degree in Britain, and to address misconceptions amongst students that were identified in research. The second ebook, Graduate s Guide to: Funding Your UK Master s Degree, was created to educate students on options for funding their degree which we identified as their biggest pain point. Outputs Mythbuster ebook Finance advice ebook Infographic Social media posts (Twitter and Facebook) and daily management of social media channels Supporting blog posts Paid advertising As well as the ebooks, we also created an infographic. UK vs USA: Battle of the Grad School Destinations, provided a direct comparison between studying in the UK and choosing to stay in the US, covering areas such as costs, professional development and opportunities for adventure.

6 Results Since starting work with Across the Pond in late 2014, the results speak for themselves: Blog subscribers increased from 0 to over 1,000 Increase in organic search visits by 41% in 2015 Increased leads by 30% in Q compared to previous quarter Increased leads by 813% in Q compared to the same quarter last year Increased social following by 86% in the last six months of 2015 compared to first six months Website visits from social media increased by 526% in 2015

7 Website Development Following the success of the initial inbound campaigns, we developed a new website for Across the Pond to improve optimisation for lead generation and conversion. As well as a more engaging design style, the new site delivers a clearer user journey featuring bold calls-to-action to signpost visitors to content offers and conversion points.

8 Building Brands That Make a Difference Commercially, Culturally & Socially Telephone Location Call and speak to a member of our team +44 (0) us for any general enquires Katapult Ltd, 28 Ashbourne Road Derby, DE22 3AD England

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