SCUOLA INTERNAZIONALE DI COMICS DI REGGIO EMILIA

The International School of Comics of Reggio Emilia has chosen Lovemark for the creation of a Multichannel Advertising plan with the aim of conversions.

The International School of Comics of Reggio Emilia, an institute located in the heart of the Emilian city and offering numerous professional specialization courses in the different areas of drawing, writing, communication and digital, has chosen Lovemark’s expertise in advertising for the elaboration of a promotional strategy for its training courses.

The Lovemark team was able to support the School in developing a strategy aimed at promoting its courses safely and effectively and in choosing the right tools to set the campaigns most in line with the conversion objectives set by the School itself.

The campaign, in fact, was aimed at attracting the greatest number of students interested in the proposed activities: to best achieve this objective, the Lovemark team started by creating a landing page where users could explore the numerous specialization courses offered by the School.

From this page, in addition to requesting more information on the individual courses, the possibility was also given to register directly for an individual interview with the Rector of the School: a cognitive moment where you can delve deeper into the offer and discover the route proposal best suited to the needs of the student.

At the same time, the Adv team developed and implemented a multi-channel strategy, which would exploit the numerous possibilities offered by Google Adv and Social Adv tools, thus identifying the different specificities of the audiences to which to spread the message: a target composed mainly by Generation Z users, young graduates or users who have decided to revolutionize their future by making their passion a profession.

On the Google side, the various assets offered by the platform were exploited: Search, Display, Performance Max and Video, operating both on a remarketing audience and through a strategy aimed at participating in the open days organized by the School between May and September.

Even on the social side, with the aim of increasing brand awareness, the focus was on the use of different platforms, creating high-performance advertising campaigns: in fact, channels such as YouTube, Instagram, Facebook, but also Spotify and TikTok were exploited, with ad hoc creatives that involved voice ads created by studying storytelling based on consequential listening to ads for the first platform, and captivating and engaging videos for the TikTok channel.

The results, both with regards to the Google and Social Adv campaigns, were very positive: all sponsorships fully achieved the expected results, in some cases far exceeding them.

In particular, the campaigns promoted on Google have reached a very high number of contacts, over 350.

Facebook and Instagram achieved good results both in terms of brand awareness and site traffic, as well as 59 leads, while Spotify and TikTok also achieved excellent results both from the point of engagement, recording more than 2000 clicks, and conversions.