Effies
Australia
How Charles Sturt Won the Audience Higher Ed Forgot
Agency
DC Experience
Client
Charles Sturt University
Awards
Finalist
Performance Marketing
Case Study
Summary
CSU's typical student is in their thirties, balancing work, family, and study. For this audience, the question is rarely which university to choose, it's whether to go at all. The campaign launched into a shrinking market with a reduced budget, so the strategy had to earn attention rather than buy it. Reaching people who make decisions fast required rebuilding the measurement logic at every stage: unique reach over impressions, visit quality over click volume, and a new conversion approach setting a fresh benchmark. Record applications came through for less spend.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
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Credits
| Lachlan Jacob | Optimisation Manager | DC Experience |
| Shivin SInha | Optimisation Executive | DC Experience |
| Zak Mangelsdorf | Optimisation Executive | DC Experience |
| Meredith Hayman | Head of Optimisation | DC Experience |
| Emily Cook | Manager Director | Denstu |
| Kelly Jack | Senior Client Partner | Denstu |
| Rachel Knight | Client Partner | Denstu |
| Vaughan Files | Manager, Digital Customer Experience | Charles Sturt University |
| Brooke Thompson | Associate Director, Brand and Performance Marketing | Charles Sturt University |
| Georgia Fay | Digital Marketing Officer | Charles Sturt University |
| Cassandra Gray | Manager, Creative Brand Services | Charles Sturt University |
| Hannah Bourke | Senior Content Strategist | Charles Sturt University |