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CASE STUDY

Universitas Mercu Buana

Student Recruitment, Google Ads & CRM

The I am UMB landmark in Universitas Mercu Buana’s landscaped campus courtyardCAMPUS LIFE AT UMB
Universitas Mercu Buana’s campus tower with its university name on the building
Universitas Mercu BuanaUNIVERSITAS
MERCU BUANA
1,432New students recruited
through SAB’s programme.

ABOUT THE PROJECT

SAB partnered with Universitas Mercu Buana (UMB) on a student recruitment programme that connected paid advertising with relevant landing pages and a structured sales follow-up process. The strategy addressed two distinct audiences: high school graduates exploring Reguler 1 and working professionals considering Reguler 2.

From 2021 to mid-2023, our work covered audience segmentation, campaigns focused primarily on Google Ads, landing page development, CRM implementation, and sales training. The programme contributed 1,432 new students and helped UMB build the capability to continue the approach independently.

SERVICE

  • Student recruitment strategy
  • Audience segmentation
  • Google Ads
  • Landing page development
  • CRM implementation
  • Sales & follow-up training
01 / THE IMPACTENGAGEMENT PERIOD · 2021–MID-2023

Interest became
enrolment.

new students recruited through
SAB’s programme.

A connected recruitment effort.
A substantial contribution.

Paid advertising, relevant landing pages and a trained sales team worked together to support prospective students from their first enquiry to their decision to join UMB.

More than half.

Of approximately 2,500
total new enrolments
reported for the project.

Share rounded from an approximate total. Project notes ↗

02 / THE AUDIENCESRELEVANCE STARTS WITH PEOPLE

One university.
Two starting points.

A high school graduate and a working professional approach university with different considerations. We built the recruitment approach around those differences—and the people involved in each decision.

Illustrative image of two young adults exploring their study optionsA NEW CHAPTER
Reguler 1

The first step
into university.

Dedicated landing pages addressed high school graduates considering where to continue their education.

LANDING PAGE CONCEPT
UMB REGULER 1

YOUR NEXT CHAPTER

Start with
possibility.Enquire about Reguler 1 ↗Explore study programmes ↓
01Enquiry form02E-brochure

Illustrative visuals and landing page concepts, created to explain the strategy.

03 / THE CONNECTIONMARKETING + SALES

Every step had
a next step.

Google Ads was the main paid advertising channel. Relevant traffic reached a landing page built for its audience, with an enquiry form to express interest and an e-brochure to explore UMB’s study programmes.

From Google Ads to enrolment Google Ads leads to a relevant landing page, then an enquiry form, CRM, follow-up, and enrolment. A separate e-brochure download branches below the landing page and does not connect to CRM. Google Ads Relevantlanding page Enquiry form CRM Follow-up Enrolment E-brochure Download
  1. 01
    Google Ads

    Reach relevant audiences.

  2. 02
    Relevant landing page

    Match the audience’s next step.

    ↳ E-brochure: explore study programmes
  3. 03
    Enquiry form

    Capture an expression of interest.

  4. 04
    CRM

    Support prospect management.

  5. 05
    Follow-up

    Keep the conversation moving.

  6. 06
    Enrolment

    A decision to join UMB.

A connected process from first interest to enrolment.

Explore paid advertising at SAB ↗
04 / THE PEOPLEBUILDING THE TEAM BEHIND THE PROCESS

The next
conversation
mattered.

The work continued after the enquiry. SAB implemented a CRM and trained the UMB students who formed part of the university’s sales team.

Interest starts a conversation.People help it move forward. CRM + PRACTICAL SALES TRAINING
01

Respond with clarity.

Help the team respond quickly and appropriately to prospective students.

02

Keep the conversation moving.

Develop practical follow-up techniques for ongoing sales conversations.

03

Support the decision.

Guide conversations towards enrolment, with the skills to follow through.

05 / WHAT LASTEDCAPABILITY BEYOND THE CAMPAIGN
Universitas Mercu Buana campus, sourced from the university’s official website
Universitas Mercu Buana JAKARTA, INDONESIA

An approach
UMB could
make its own.

By mid-2023, UMB could independently implement the approach SAB had supported. Alongside its contribution to student recruitment, the engagement equipped the university’s own team to carry the work forward.

2021

The partnership begins.

Mid-2023

UMB continues independently.

Project notes

Project scope, dates and results are based on information supplied by SAB. The programme contributed 1,432 new students out of approximately 2,500 total new enrolments reported for the project. The share is rounded to about 57%; it is not an advertising conversion rate. Enrolment figures were not broken down by year or intake.

The hero combines photographs from UMB’s official website. The audience images are AI-generated illustrations. The landing page concepts and process diagram explain the approach; they are not historical campaign captures. The campus photograph comes from UMB’s official website.

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The SAB Digital Marketing Agency team collaborating in a working session

Turn Student Interest into Enrolments

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