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Cross-channel marketing strategy - Charles Sturt University


The Challenge
Charles Sturt University (CSU) had reached a point where their collection of marketing suppliers supporting their analytics, data management, paid media and owned media personalisation and optimisation were no longer meeting the organisation's requirements or performance goals.

The Solution
As the world’s first and only Adobe Target Specialised partner in the world - along with one of the few Adobe Media Optimiser Specialised partners in APAC - Accordant, Linked by Isobar drew on the partnership with Adobe to deliver a holistic marketing services solution, not just the search engine marketing (SEM) solution the University requested.

Implementing the suite of tools available in the Adobe Experience Cloud, Accordant, Linked by Isobar extended the initial opportunity from the use of simply Adobe Media Optimiser, to a broader cross-channel marketing strategy which included Adobe Analytics and Target. 

The extensive capability and experience delivered a best-in-class personalised and optimised Programmatic Advertising campaign solution to build the capability of the University, and maximise their digital marketing effectiveness, targeting audiences with relevant messaging throughout their interaction with the University.


The results 
CSU have doubled online applications through paid media, while reducing cost per application by a third. The strategy also saw increased relevant traffic, click through rates, average position, Quality Score, conversion rate and more. Overall +127% year on year lift in student applications, equating to 540 online applications completed. 

“In 2016, CSU went to tender for a new digital agency, and the outcome was not just a new partner, Accordant, but also kickstarting our Adobe marketing cloud journey. 

An important strategic partner to CSU, Accordant’s thorough understanding of the constantly changing digital environment resulted in very impressive CPA and CVR results using AMO for our mid-year recruitment campaign. 

For me, working with agencies is never about outsourcing solutions, it is about people.  Collaborating and leveraging expertise and passion on both sides over the past nine months has ensured a smooth adoption of new Adobe technologies and great results from AMO in the student acquisition space.” 

Jennifer GallowaySenior Marketing Manager, Advertising & Digital MarketingCharles Sturt University “