Charles Sturt University


Within 18 months of adopting an always-on, full-funnel strategy on LinkedIn, Charles Sturt has seen a dramatic improvement in marketing results.

Result One
Result Two
Result Three

How Charles Sturt does it

Create a stand-out brand

  • Charles Sturt tailored its brand message for two audience personas on LinkedIn: audiences who want to achieve a specific career goal, and audiences who need their studies to fit with their lifestyle
  • Its brand messages are clearly and consistently delivered in all its ads

Target with accuracy

  • Charles Sturt creates audience segments based on profession, time in the industry and specific areas of interest
  • It leverages LinkedIn's first-party data to stay close to its alumni community
  • It drives interested audiences to its website, where the LinkedIn Insight Tag helps unlock insights into visitor behaviour

Turn intent into action

  • Charles Sturt uses campaign insights and website demographics to identify high-intent audiences
  • These audiences are retargeted on LinkedIn with ads designed to encourage them to start the application process
  • About 72% of all applications started and completed now come from this segment



Charles Sturt University is Australia's largest regional university with campuses in six regional centres across New South Wales. It is ranked the country’s most experienced and largest online university by the Australia Government Department of Education and is #1 in Australia for graduate employment (The Good Universities Guide 2019/2020).

Industry: Higher Education
Number of Employees: 1,001 - 5,000
HQ Location: New South Wales, Australia
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Cathy O'Shannessy
Cathy O'Shannessy
Digital Performance Manager,
Charles Sturt University