2.7× more applications in the fall intake.

Dar Al-Hekma University

2022-Ongoing

A multi-semester digital campaign designed to increase student enrollment and brand visibility through targeted media buying, localized content, and performance-driven optimization across key academic intake periods.

The Challenge

Dar Al-Hekma University needed to stand out in a highly competitive higher-education market. The challenge was twofold: generating high-quality leads for multiple academic programs while communicating effectively with two distinct audiences—female high-school graduates and working professionals. Early campaigns were impacted by limited audience data, uneven visibility across programs, and strict budget constraints, particularly during the Spring intake period.

Vision & Objectives

The vision was to position Dar Al-Hekma University as a leading academic choice during key enrollment periods while improving both the quality and volume of applications. Campaign messaging was aligned with the decision-making mindset of students and parents, ensuring that media investment translated into measurable enrollment outcomes. A performance-driven, repeatable framework was established to support sustained growth across multiple academic cycles.

Increase qualified inquiries and applications across priority programs
Strengthen brand visibility during Fall and Spring intake periods
Optimize media spend toward high-conversion audiences and channels
Establish a repeatable enrollment campaign model

Strategic Plan & Phases

Identify priority programs, target personas, and seasonal demand

Build refined audience segments by behavior, age, program, and region

Develop localized, video-led content for students and parents

Launch structured ad sets, test continuously, and optimize daily

Track conversions and scale high-performing assets

Challenges & Constraints

Operating within a crowded education market, Dar Al-Hekma needed to balance brand credibility with performance-driven acquisition. Campaign execution required strict budget discipline, rapid optimization, and clear accountability across short enrollment windows, while ensuring messaging remained relevant to both students and parents.

Highly competitive higher-education environment
Multiple programs requiring differentiated messaging
Fixed enrollment timelines
Need to balance awareness with measurable conversions

Research & Insights

71%

of applications were initiated on mobile devices, reinforcing the need for mobile-first creative and fast-loading landing pages.

2.7x

higher lead volume was generated during the Fall intake compared to Spring, highlighting the impact of seasonality on enrollment behavior.

17–22

was the highest-converting age group, guiding creative tone, messaging, and channel selection.

User Needs

Prospective students required clear, credible messaging supported by visuals that reflect campus life, academic programs, and future outcomes. Engagement increased when information requests were simple, fast, and accessible across devices.

Features & Capabilities

An integrated mix of media strategy, content creation, and performance optimization designed to attract qualified students, support enrollment objectives, and deliver measurable results across multiple academic seasons.