Client
Duration
#
Design
Enterprise-Level Digital Growth & Performance Marketing
Multi-Campus Digital Ecosystem | High-Stakes Budget | Cross-Continental Reach
AFDA's first real commitment to digital-first marketing. Four campuses. Real budgets. KPIs tied to actual enrolments, not just likes and shares. Stakeholders who wanted results yesterday. The job: build the entire digital engine from scratch — paid media, content strategy, event coverage, funnel optimization, team coordination. Make it work across multiple campuses, multiple regions, and multiple stakeholders who all had opinions.
The Tension Point
Here's what existed when the work started:
Fragmented social channels with no consistent messaging
Keywords that hadn't been updated since 2012
No CRM. All tracking happened natively on each platform until Meta Business Suite finally simplified workflow.
No content calendar. No seasonal strategy. Just chaos with a budget.
Final conversion window: January to mid-March. Miss that, lose the year.
Quarterly reporting went to "institutional senate" — every major business stakeholder wanting to understand what activities contributed to the overall yearly target.
No room for theory. Only execution.
How It Was Built
Unified the Ecosystem Four campuses. Multiple platforms. One strategy. A full-year content calendar: 45+ posts per month, real-time Stories, cross-platform updates. Content pillars established so the work wasn't just random output.
Paid Media That Performed Six simultaneous campaigns running at any given time, refreshed weekly based on performance. Meta, Google, TikTok, YouTube, LinkedIn. Funnels built to convert enquiries into enrolments, not just generate impressions.
Event Coverage at Scale Every major event — four photographers, four videographers, one editor, plus real-time content creators capturing Stories as things happened. ComiCon. FAME Week. CILECT film festival. Pop-ups. Roadshows. Networking events. Covered and amplified.
Influencer Strategy 3–4 influencers per major event, amplifying content and driving awareness. Strategic alignment with the event, the audience, the conversion goal. Not just "post about us."
When fragmented systems get unified, real content strategy gets established, and paid media runs with precision — the result isn't just followers. It's enrolments. Results that stakeholders can't argue with. This wasn't "post more and hope." This was infrastructure at scale.
