CONSERVATOIRE DE MUSIQUE ET D’ART DRAMATIQUE DU QUÉBEC

More than 4,000 clicks to admission applications in 5 months

Number of employees

100+

Industry

Education

Type of campaign

Notoriety

Where?

Province of Quebec

What was
the goal?

The Conservatoire de musique et d’art dramatique du Québec has shaped the careers of many talented Quebec artists.

With nine establishments across seven regions of Quebec, the Conservatoire wanted to position itself as an accessible institution for all art lovers. To stimulate applications and strengthen the institution’s cultural footprint, it was essential to intensify their online presence by strategically segmenting their target audiences.

The objective

Promote the Conservatoire de musique et d’art dramatique du Québec as an institution accessible to everyone and increase the number of applications for admission to all conservatories in Quebec.

The Strategy

Our strategy was designed after an in-depth analysis of their target customers, allowing the creation of campaigns specifically tailored to three different audiences.

  1. Teenagers and young adults passionate about music wishing to pursue higher education.
  2. Teenagers and young adults passionate about drama, theater or acting who wish to pursue higher education.
  3. Parents of teenagers and young adults with a strong interest in music, theater and the arts in general.

The campaigns were then divided into three distinct phases.

Brand awareness

  • TikTok ads campaign to reach young drama enthusiasts
  • Youtube Ads campaign to reach our three audiences.

Consideration

  • Meta campaigns to reach our 3 audiences.

Conversion

  • Meta and YouTube retargeting campaigns to reach our three audiences.

Chosen digital marketing platforms

The creatives

Music students

Retargeting – Drama Students

Campaign for parents

Music students

Retargeting – Drama Students

Campaign for parents

The results

The partnership with PLG allowed the Conservatoire de musique et d’art dramatique du Québec to achieve and even exceed the established objectives. This multi-platform campaign not only increased their brand awareness but also led to a substantial increase in admission applications.

+43%

of traffic generated on their website

+1,92

million views on Facebook and Instagram among its target audience in just 4 months.

4 157

clicks to the application platform, with a conversion rate of 2.8%.