Swinburne Professional is part of the iconic Swinburne University – a business unit that offers the agility of a consultancy and the smarts of a University. The team creates accelerated learning for busy working professionals.
Kenobi was engaged to recreate the Swinburne Professional eDM strategy from the ground up. With complex audiences, a unique offer, and tight marketing resources, eDMs contribute a substantial revenue percentage to Swinburne Professional.
Kenobi audited everything from audiences to offer, UX to tone of voice, and design to delivery. A strategy was delivered as agreed, and an initial 6-week project was expanded to an almost 6-month implementation piece, delivering massive uplift in opens and click-throughs, frequency of release, and eDM-generated revenues.
The expanded brief folded in Swinburne Professional’s first social media strategy, and included social content development, and introduced paid SEM campaigns and creative to the business unit, which increased incoming leads by an average of 65%.