Case Study: Charles Sturt University achieves 56% reduction in cost-per-start of application with LinkedIn Marketing Solutions

Charles Sturt University earns a 56% reduction in cost-per-start of application with an always-on, full-funnel strategy on LinkedIn

Charles Sturt University, Australia’s largest regional university, faced a crowded higher-education market and a long prospective-student decision cycle (250+ days). The marketing team needed to build distinct brand awareness and guide prospects through consideration to application while standing out and stretching marketing dollars.

They shifted to an always-on, full-funnel LinkedIn strategy using granular audience targeting, two persona-driven messages, the LinkedIn Insight Tag and retargeting. In 18 months this drove a 56% reduction in cost-per-start of application, a 42% drop in cost per thousand impressions, a 273% increase in engagement rate, and 72% of applications started and completed coming from retargeted audiences.

Charles Sturt University

Cathy O'Shannessy

Digital Performance Manager