Case study: Oxford College ODL | Technology: Google AdWords | Sector: Education | Format: Search, online media
From Canine Studies to Media Studies and Aromatherapy to Botany, Oxford College ODL is a leader in distance learning in the UK and beyond. Boasting over 25,000 students, Oxford College ODL offers courses that encompass GCSE, A-Level, Diploma and Degree level qualifications. Working on the ethos ‘education for all’ the college has students from every continent who range in age from 16 to 82. The scope of its courses and the span of its target market pose unique challenges for the college.
Historically Oxford College ODL promoted its courses through newspaper and magazine advertising. It produced television advertising campaigns and travelled to education fairs throughout the UK and North America. “We weren’t really getting the results with traditional advertising”, says Dr. Darren Wood, Director General of the college, “It was a question of talking to other people in education and doing my own research and coming across Google AdWords. Initially I set that up and I played around with it myself and even with my basic knowledge we started getting quite good results.”