Campanie
General Information:
Strategic approach:
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Market Context & Strategic Challenge: Romania faces a severe shortage of engineers, despite the increasing demand for technical specialists. Engineering and construction remain highly employable fields, yet they struggle to attract Gen Z, who perceive them as rigid, outdated, and lacking practical application. While Romania is European “champion” in school drop-down rates, the higher education sector is more competitive than ever, with universities competing for a shrinking pool of applicants. Universitatea Tehnică de Construcții București (UTCB) needed to increase enrollments while reinforcing its positioning as a modern, innovative institution offering a hands-on, future-ready learning experience. All the above challenges needed to be addressed in the context of a 100% online admission process. Beyond perception, UTCB faced additional challenges: • A limited media budget of under €5,000, demanding a cost-effective campaign with high organic amplification. • An evolving Gen Z audience, with ultra-short attention spans, a preference for digital gamification, and a need for interactive, real-world experiences. • A competitive admissions timeline, requiring UTCB to quickly engage and convert students before they committed to other universities. Target Audience: • Primary Audience: High school graduates from Romania, predominantly Gen Z. This audience values interactive experiences, gamification, and personalized recommendations over traditional promotional messaging. Their short attention spans and constant digital exposure require campaigns that are highly engaging, immersive, and participatory. • Secondary Audience: Parents, who influence university choices by prioritizing job stability, career prospects, and financial security. Messaging needed to balance student aspirations with practical career benefits. Objectives & Success Metrics: • Increase enrollments for both undergraduate and master’s programs, expanding available seats from 2,000 to 2,300 while continuing to increase brand awareness. • Strengthen UTCB’s brand positioning as an institution that offers not only a strong technical education but also an engaging, hands-on learning experience. • Enhance engagement and participation, creating an admissions campaign designed around Gen Z’s media consumption habits and behavioral triggers. • Maximize impact within budget constraints, focusing on organic reach, earned media, and a highly optimized digital media mix. |
Execution:
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