Obtaining qualified leads for your training courses

Problem: Effectively attract cybersecurity and IT students, with profiles that are difficult to reach

Despite its reputation for excellence, Télécom SudParis was facing intense competition between engineering schools to attract its student target, as well as a difficulty in reaching certain profiles who are particularly protected against communications on the Internet. Their website sometimes lacked optimization, especially with regard to the conversion tunnel. The main objectives were to increase the visibility of the school, to generate leads, in particular by downloading brochures or filling out forms, and to maintain a significant presence during key periods.

This increased competition made the need to stand out effectively in the higher education market even more crucial.

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Solution: Multiple specific programmatic campaigns with a common thread

To meet this challenge, Télécom SudParis called on Seeqle, a leader in the field of AI-powered HR programmatics and HR marketing. The Seeqle teams, assisted by AI and their technology, proposed a strategy based on multiple distribution channels and a programmatic approach to recruitment. The strategy was deployed as follows:

• Annual Thread Campaign: A continuous campaign throughout the year, focused on CPGEs, aimed at maintaining a constant presence of Télécom SudParis.
• Specific Campaigns: Seeqle has completed the strategy with specific campaigns for specific events and training courses. These campaigns included the admission exam from April to July, as well as open days at the end of the year.

The distribution channels used to deliver these campaigns included:

• Meta (Facebook/Instagram)
• Google Display
• Google Search
• LinkedIn
• youtube

The ads directed prospects to the school's website, as well as to dedicated forms to maximize conversion.

The target of this strategy was students aged 18 to 24, with a strong interest in science, data, and technical disciplines.

By implementing this global strategy, Seeqle has enabled Télécom SudParis to meet the challenge of increased competition between engineering schools, while optimizing its presence on various platforms.

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Result: 3x more results, with 2x less budget

Before using Seeqle, Télécom SudParis obtained a qualification rate of around 20%.

After implementing the Seeqle strategy and technology, the results were optimized:

• The click rate (CTR) for Télécom SudParis increased from 0.40% to 0.65% with Seeqle, showing an improvement in advertising performance
• The cost per click (CPC) has decreased significantly, from €1.48 to €1 thanks to Seeqle, thus allowing more effective use of the advertising budget.
• The lead qualification rate has increased from 20%, to an impressive average of 55% for Masters and 31% for preparatory courses. Beyond this significant improvement in the quality of the students generated, the results have generally been multiplied by X3 with 2X less budget!

Seeqle has therefore provided an effective solution to Télécom SudParis's initial problem, demonstrating the relevance of its solution for schools and universities to target hard-to-reach profiles, such as those in cybersecurity, whether they are students or not.

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