Central Saint MartinsCase Study
Central Saint Martin’s offers an exciting range of art and design short courses in the heart of London’s dynamic creative scene. In autumn 2015, CSM came to Touchpoint Digital with the goal of increasing the number of applications for their late 2015 to early 2016 intake. The challenge they faced was twofold; they had over 40 similar courses in the same subject area that needed to be individually supported, and they were working with a limited budget within a highly competitive market.
Touchpoint developed a unique solution that leveraged the institution’s existing credibility within Social Media to build awareness for their short course offerings. The increase in awareness across Social Media helped drive a 120% lift in Search traffic within Google, which meant Touchpoint’s Paid Search team was able to drive more conversions and at a lower cost.
Touchpoint’s integrated plan not only drove a significant amount of engagement across Social Media, with over 5,500 social actions taken, but it also resulted in a highly effective conversion strategy. Ultimately, Touchpoint delivered on CSM’s goal of increasing applications for their short courses with a 150% lift in on-site conversions after the launch of Social Media and an overall campaign ROI of 190%.