Main CasesOpen Education - Online Course Platform

Open Education - Online Course Platform

The platform "Open Education" contains 350+ courses in basic disciplines studied at Russian universities: from rare foreign languages to nuclear physics. Courses are provided by top Russian universities for free. The target audience of the project is undergraduate and graduate students.

Objective: to tell about new educational courses on OpenEdu.ru and to advertise the platform of the target audience - to students across Russia.

Students should see the ad, feel that the brand is communicating with them in the same language, and appreciate all the benefits of the Open Education platform. The logical choice of any promotional action is social networks.

We found coverage that young people read

We analyzed the behavior of students on social networks and identified the most effective platforms for posting announcements. Firstly, these are thematic groups on VK on educational topics, the study of foreign languages, and science. Secondly, telegram channels, which are especially popular among advanced students.

Then we prepared creatives and texts for sites, made placements.

The key to success of an advertising post in VK community or a telegram channel is an individual approach. We analyzed the style of each selected site, wrote a unique text and made a creative theme. We also used memes, a vigorous style and, of course, UTM tags in each link - not a single step without analytics!

We launched targeted ads

Students should see information about new courses not only in specific communities or telegram channels, but simply in their feed on VK. We segmented students by training profile, launched an ad for each audience, and optimized campaign settings after the test.

Then we seasoned the advertising campaign with announcements in university communities

It’s been a long time since a blackboard as a source of relevant information for students was replaced by the university or faculty community on VK. We collected a database of 800+ university groups across Russia and wrote to their administrators asking them to tell students about an awesome opportunity to get new knowledge on OpenEdu.ru.

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The OpenEdu.ru platform is a new element of the Russian system of higher education. And it should win students’ love with the help of new methods of promotion. Thanks to Creon PR team for their hard work and ability to communicate with the audience in a language that they understand.

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The OpenEdu.ru platform is a new element of the Russian system of higher education. And it should win students’ love with the help of new methods of promotion. Thanks to Creon PR team for their hard work and ability to communicate with the audience in a language that they understand.

National Platform “Open Education”
Dmitry Yushin

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