Myanmar · Brand & Creative Communications
Kaplan Myanmar: Building a Lead Generation Ecosystem
Kaplan wanted an integrated communications partner to raise its profile in Myanmar and turn awareness into student enquiries. Ruder Finn Era built persona based content across the customer decision journey and ran media buying across Facebook, LinkedIn, Google and programmatic. Six months of media buying produced 2.2k quality leads for five programmes at under three dollars per acquisition.
The challenge
Kaplan was looking for a partner who could build a marketing ecosystem in Myanmar that joined online and offline activity under strong, consistent messaging. The education provider needed to raise its awareness and profile in a market where international qualifications compete with many local options, and it needed that visibility to convert into qualified enquiries for specific programmes at a cost that made sense.
Our solution
Ruder Finn Era mapped the customer decision journey for each prospective student persona and produced customised content for every stage, so that a first time visitor and a returning enquirer saw different messages suited to where they were.
Media budget was distributed across Facebook, LinkedIn, Google and programmatic rather than concentrated in one channel. Using analytics and automation tools, the team monitored performance in real time and reallocated spend to whichever platform was delivering the most efficient results at that moment, which lowered acquisition cost while lifting lead quality.
The results
Six months of optimised media buying generated 1,622 message enquiries and 2.2k quality leads across five programmes at a cost per acquisition below three US dollars.
- Client
- Kaplan
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Digital Experience, Integrated Brand and Creative
- Sector
- Education
- Engagement
- Project
