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Universidad de Chile UNEGOCIOS campaign

Chile



UNEGOCIOS, Centro de Desarrollo Gerencial (Management Development Center) is the business school of the Faculty of Economy and Business at the University of Chile.



The Brand

UNEGOCIOS, Centro de Desarrollo Gerencial (Management Development Center) is the business school of the Faculty of Economy and Business at the University of Chile. Its goal is to offer programs specialized in business and to provide multi-level educative solutions to executives and organizations.

UNEGOCIOS offers education in 5 specific areas: Business Management, People and Teams, Marketing and Sales, Finance and Investment and Management for Health Institutions. Their different educational programs include Certificate Programs and Courses, open to the community or customized for companies. Currently, it offers over 30 different programs.

Challenge

UNEGOCIOS’ executive education Certificate Programs are focused on the development of specific skills and its application into each professional’s work environment. The programs can be taken individually or in groups, are taught by teachers with a business background, studying real cases within a course of study in accordance with the latest economic and business trends.

To promote the Certificate Programs, a campaign was designed to generate awareness and to position them. Special care was taken into impacting the correct target audience since the programs are designed specifically for executives.

To ensure its accuracy, the University of Chile chose LinkedIn for its campaign, following the suggestion of Convierta, our digital media agency. The goal was to tailor the target audience according to the programs while empathizing with users.

The campaign also intended to boost the university positioning within the target audience. Through the promotion of the Certificate Programs, users were prompted to the university website where they could browse the myriad of educational programs offered in different areas.

 

Solution

To reach the proper audience for the Certificate Programs a segmentation was made selecting the following criteria: MKT, Sales, Finance, Management, Medicine and Medical Industry.

Different ad formats were used, impact ads and profile integration ads:

  1. EXPANDIBLE ADS

Inviting users to learn more about the Certificate Programs. A call-to-action “Postula aquí” (Apply here) prompted users to the Certificate Programs’ section at the University of Chile website. The formats used sized: 300×250 and 160×600.

  1. TEXT LINK

A call-to-action “Diplomados de la Escuela de Negocios de Universidad de Chile, impulsa tu carrera profesional” (Certificate Programs of University of Chile Business School, boost your professional career) prompted users to the Certificate Programs’ section at the University of Chile website.

  1. SPOTLIGHT

Presenting all the different Certificate Programs integrated to the user’s profile. A call-to-action “Postula aquí” (Apply here) prompted users to the Certificate Programs’ section at the University of Chile website.

Results Expandible Ads

471.113

Impressions


2,47%

CTR


Results Spotlight

67.757

Impressions


0,42%

CTR


Results Text Link

200.020

Impressions


0,08%

CTR


Key to Success

  1. 1

    CHOICE OF A 100% PROFESSIONAL ENVIRONMENT

    It ensured reaching the intended target.

  2. 2

    AUDIENCE SEGMENTATION ACCORDING TO THE CERTIFICATE PROGRAMS FIELD OF STUDY

    To deliver a precise message, it was fundamental to define user’s profiles that matched the programs and segmentize them accordingly: marketing, sales, finance, management and health.

  3. 3

    PROPER AD FORMATS COMBINATION

    Users were reached with personalized Spotlight ads; Text Links in their homepage with a CTA to the university website; and high-impact Expandible ads.

Testimonials

“At University of Chile Business School, we wanted to promote our Certificate Programs within an appropriate environment meeting our needs of reaching interested professionals. LinkedIn was the perfect medium to do so; its different ad formats allowed us to personalize the campaign for a closer impact and to invite users to learn more about our School. With LinkedIn we reached our intended target and also got a great turnout, proving the importance of an appropriate targeting.”

Ángela Núñez
Sub-Director of Executive Education at UNEGOCIOS

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