Inspiring expat entrepreneurs to plan a future in Berlin

Promoting the benefits of studying and working in Berlin drove a 30% improvement in the conversion rate of leads to course places, as the School engaged entrepreneurial-minded expats with the opportunity to build a future in Germany. The ability to identify and target those motivated by the city's start-up culture generated ROI of 3.6x for the LinkedIn campaign.

Challenge

•   Target the prospects most likely to convert paying students
•   Communicate a compelling USP for the school
•   Reduce cost per lead (CPL)
•   Fill course places more cost-effectively

Solution

•   Message Ads focusing on the opportunity for expats to move to Germany, and study courses in English while learning German
•   Emphasis on the benefits of relocating to Berlin, including vibrant nightlife and dynamic start-up culture
•   LinkedIn data enables targeting of expats from France, Italy, the UK and Ireland

Why LinkedIn?

•   Quality of LinkedIn data for targeting the most likely students
•   Ability to segment and target by location
•   Impact of Message Ads for delivering a unique proposition

Results

•   Conversion rate of leads to course places by 30%
•   The campaign generated a Return on Investment (ROI) of 3.6%
•   LinkedIn is now the main lead generation channel for Berlin School of Business and Innovation