Client
James Cook University Singapore
Industry
Education
Tags
Brand Management, Performance Marketing, Digital Consulting
Driving Student Acquisition and Awareness through Localised Search, Social, and Content Marketing
+500%
Brand Awareness
+400%
Search Visibility
+75%
Click-Through Rate
Introduction
James Cook University Singapore (JCU Singapore), ranked in the top 2% of universities worldwide according to the Times Higher Education (THE) World University Rankings, faced challenges in capturing the attention of Korean students aspiring to study abroad - a market heavily shaped by Naver-based research habits, parental validation, and agency-led recommendations.
To address these challenges, JCU Singapore partnered with expand k to design and execute a data-led digital marketing programme tailored to Korea’s education ecosystem. The initiative combined Naver and Google search advertising, localised content marketing, and targeted social campaigns to enhance awareness, generate qualified leads, and position JCU Singapore as a trusted global education choice among Korean audiences.
Challenges & Objectives
Korea’s outbound education market is one of the most saturated in Asia, dominated by English-speaking destinations such as the United States, Australia, and the United Kingdom. Korean students often rely on agency referrals and peer validation through local digital communities when selecting universities - where pioneering foreign institutions have already dominated the visibility within.
JCU Singapore needed to establish top-of-mind awareness and overcome low discoverability in local search while reshaping perceptions around Singapore as a viable study destination. The objectives were clear: to build a credible online presence across Naver and Google, generate high-quality student enquiries through targeted campaigns, and strengthen JCU Singapore’s positioning as a globally ranked, accessible, and trusted alternative to Western institutions.
Activities
expand k devised an integrated digital marketing framework encompassing search, content, and social activation. The engagement began with a keyword-mapping exercise across Naver and Google, identifying high-value Korean terms linked to international & study abroad programmes. These insights shaped the strategy for Naver Powerlink and Google Search Ads, optimised for lead quality and conversion efficiency.
Simultaneously, expand k established JCU Singapore’s presence on Naver Blog through a series of localised content pieces - including student testimonies, programme introductions, and campus life features - written in alignment with Korean content discovery patterns. Complementary Meta Ads campaigns were executed to target parents and prospective students, amplifying reach and engagement. All performance metrics were tracked through Looker Studio dashboards, enabling real-time optimisation and transparent reporting.
Results
As a result, JCU saw a measurable rise in qualified student enquiries from Korea, with conversion rates for lead forms more than doubling compared to the previous intake cycle. Search and content channels became the university’s primary digital lead source in Korea, accounting for over 60% of all new enquiries within three months.
Through this initiative, expand k’s insights were successfully translated into JCU Singapore’s long-term recruitment and awareness framework for the Korean market. JCU Singapore successfully positioned itself as a credible, high-ranking Australian institution accessible within Asia - effectively bridging the gap between global reputation and local relevance.