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Success was measured by the number of students studying at each campus. During my time at AIE student numbers grew significantly (estimated by over 800%). Already established locations were required to acquire new buildings to facilitate the number of students. We also opened new campuses in the USA and Australia, which opened successfully reaching student numbers above targets.
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AIE is a vocational education provider with campuses located in Australia, USA and Online.
I was employed as their in-house marketing resource for 7.5 years, starting as a coordinator and leaving as an Assistant Director. The goal for AIE was to increase their students numbers for all campus locations, plus their online program.
During my time at AIE I lead the marketing function for the company and was responsible for all digital marketing across Australia and the USA.
Working for the company over this span of time, I was involved in the establishment of digital ads when they were still quite a new concept and despite the challenges working with new platforms, was hugely successful.
Social Media: I created an organic social media strategy that revolved around growing a community online made up of our target demographic. This included the management of circa 6 coordinators in Australia and the USA who created and the organic content.
PPC: I created a PPC strategy that was implemented over a number of years. I was responsible for running ads across Facebook/Instagram, Google, YouTube, Twitter as well as having direct relationships with digital publishers and grew these paid channels to spend circa $30k/m at their peak.
Success was measured by the number of students studying at each campus. During my time at AIE student numbers grew significantly (estimated by over 800%). Already established locations were required to acquire new buildings to facilitate the number of students. We also opened new campuses in the USA and Australia, which opened successfully reaching student numbers above targets.
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We started with a blank slate, a well design website with very little content however very little brand awareness. My challenge was to develop the content and social media presence.
