Sophie from Inholland University of Applied Sciences

We would like to introduce you to Sophie from Inholland University of Applied Sciences. On our blog we always make a choice between new clients and current clients. Sophie from Inholland University has been a client of Stroom for years and we like that! That is why we ask her some questions about who she is, what she does and how she shapes her campaigns.

Can you tell a bit about yourself and what exactly you do at Inholland?

At Inholland University of Applied Sciences, I am responsible for the recruitment campaigns we do targeting potential students. I am also specifically working on various campaigns for a number of programs at the program level. In addition to the campaigns, I am also involved in email marketing and online marketing aimed at the target group of potential students.

Can you talk more about how the campaigns are structured?

The campaigns are determined at the beginning of the school year. Based on the annual schedule, we will discuss with Stroom how best to bring the open days to the attention of students, parents and deans. We look back at what we have done and optimize our media efforts. We look at what stage of the study choice process we are in and how we can make the most of it. After which the choice for content and resources can be completed.

What media are you using to reach hard-to-reach young people?

We focus mainly on online media. Where offline means cannot be missing in the media plan either. Visibility in the city and in secondary schools is also very important. The online resources we use include Google and the social media channels (Facebook, Instagram and Snapchat). We are also still specifically targeting mobile, deploying a Geofence based on postal codes of secondary schools, so that the right target group is in touch with the campaign. This puts us right in the middle of the target group and allows us to measure whether they actually came to the campaign.

The latter is done by targeting our own locations on the 'Open Day' and then using retargeting to show the target audience a banner welcoming them to the 'Open Day'. This approach is also AVG-proof! So we have a nice mix of various media to reach this target group.

Finally, if you could study again, which study would you choose?

What a fun question! I've never really thought about that before. If I really wanted to do something else, I want to become a pilot. That does mean that I should have taken that into account in my prior education. Now I have to do additional courses for that to learn especially physics and math. But I really like my profession very much and I think now I would like to do a marketing course more than communications.