iProspect Logo

KPMG

Targeting audiences to reach highly qualified leads

KPMG

Challenge

KPGM, an international accounting and consultancy organization active in more than 150 countries, wanted to come into contact with students who were driven and involved and who want to get the best out of themselves. Through e-mail marketing, students were kept informed of internship positions, vacancies and events that matched his or her profile.

The Results

By dividing the target groups into action profiles and already existing students, two newsletters were created, each with its own conversion goal.

conversions

Increase in Qualified Leads 

13%

engagement

Active Student Applicants 

70%

Determining segmentation based on study direction, academic year and level of education, we expanded current student profiles in the Ambitious Company Database and making students aware of career opportunities and thesis opportunities at KPMG.

crowd of people

strategy

In one targeted group, we gathered unsegmented addresses obtained from various Facebook promotions. These individuals received a general newsletter with the main objective of converting to potential student profiles. 

The goal of the second targeted group was to generate traffic to relevant vacancies. These active student profiles received a personalized e-mail which took into account their major, education level and graduation date. The most up-to-date and relevant offer of news and vacancies were provided to each profile.