Higher Education Institutes (HEIs) rely on an integrated marketing mix to promote their services, be they undergraduate, PG or CPD programmes. The scale of the investment – financial (especially considering the significant increase of tuition fees, from £3000 to £9,000 for UG courses), emotional (potential relocation away from friends and family) and social (their decision impact upon career progression and social standing in years to come) – means prospects are unlikely to make an impulse decision.
Last month, KLM has developed one of the best online viral marketing campaigns, which is characterized by its ability to engage with audience, share the message and be simple, original and creative.
What did KLM do? The airline created a micro website called “Trace the place”, where users of different countries can access to play an online contest-game that allows them to win two return tickets to their favourite destination.