Odisee

As Odisee’s media agency, we develop a tailored media plan for each campaign. In this case, Odisee wasn’t just competing with other institutions – the target audience was also hard to reach. Online advertising to under-18s is limited, and the campaign also needed to address both parents and adult learners.

We laid the foundation with a comprehensive online strategy, always using more than one platform. Google and Meta are usually our top performers when it comes to conversions, so they were the natural starting point. For the March Info Day, we also included YouTube Shorts and TikTok. Odisee produced the campaign visuals themselves, based on a refreshed design direction we proposed.

We incorporated a testing phase, adjusted the campaign based on early results, and later measured the impact of those adjustments. This continuous optimization approach is key to our campaigns.

Alongside the online campaign, we also rolled out an offline strategy. This included school posters, roadside billboards and ads on buses. We also tested a new solution from Rapid: giant 4x3 meter posters placed in high-visibility locations near Odisee campuses.

But that wasn’t all! We partnered with several influencers. For example, Odisee alum Jaël Ost created this Instagram Reel, while Nona Van Braeckel visited the March Info Day and shared her experience.

Our performance target was based on the number of registrations for the 2024 Info Days. That target wasn’t just met — it was surpassed by an impressive 21%. Odisee was extremely pleased with the results.

43% of the website visitors were new prospects, previously unknown in the CRM. About 21% of them landed on the website via our study orientation quiz.

Odisee also conducted a survey to better evaluate the effectiveness of our media choices:

• 19% of respondents noticed the bus wobblers.
• 28% saw Jaël’s post on TikTok or Instagram.
• 35% saw one of the Rapid posters.
• 54% received the direct mail campaign.

The survey also revealed the persuasive power of each channel:

• 50% of those who saw a bus wobbler registered for the Info Day.
• 46% of viewers who saw Jaël’s post did the same.
• The Rapid posters convinced 48%.
• The top performer was the direct mail: 67% of recipients signed up.

Thanks to these insights, we’re in a great position to further refine and outperform in the next campaign.