CLIENT OVERVIEW: NUS Business Alumni Portal

National University of Singapore (NUS) Business School is one of Asia’s leading business schools. NUS Business School is the first in ASEAN and among the first in Asia-Pacific to be accredited by AACSB (Association to Advance Collegiate Schools of Business) for meeting the highest standards in education and research for business schools worldwide.

The School has consistently been given top rankings in the Asia-Pacific region by independent publications and agencies such as Financial Times, Economist Intelligence Unit, and QS Top MBA.

SITUATION

To further engage and involve their 29,000 alumni, NUS Business School commissioned the development of an alumni portal. Despite heavy investment, the take-up of the portal as slow and the portal received little traffic and participation from its target audience.

SOLUTION

NUS Business School turned to Conversion Hub to spearhead a 360 marketing campaign with 2 main objectives in mind:

  1. Increase overall traffic and signups on the portal
  2. Increase interaction among alumni on the portal

As part of the overall traffic generation strategy, NUS Business School wanted to significantly increase their inbound traffic from organic listings on search engines such as Google and Yahoo. As part of the SEO process, Conversion Hub started with an initial SEO analysis to determine the basket of high-value keywords that were most relevant to the school.

Based on the findings, on-page optimization was carried out by Conversion Hub consultants who included optimizing for parameters such as HTML optimization, content & keyword optimization, table & CSS optimization, menu & navigation optimization, site structure optimization and website audit. Off-page optimization followed, which saw a combination of link building from authoritative sites through the article and online press releases, web 2.0 syndication and targeted tie-ups with major publishers.

The portal achieved top 5 rankings for keywords including “NUS Bschool Alumni”, “NUS Business School Alumni”, “NUS Mentorship Program”, “NUS Business Advisor Program”, “NUS Business School Chapter”, “NUS GANO”, and much more. In less than 6 months, the Google Pagerank of the portal increased from 2 to 6 and the portal experienced a 400% increase in daily page views.

RESULTS

  • Increase in Google Pagerank from 2 to 6 within 6 months
  • 400% increase in daily Pageviews
  • 100% increase in time spent on site
  • 5,000+ Profiles connected across Facebook within 3 months
  • 900+ New alumni volunteers registered as mentors and advisors
  • 85% + of the student body (from 2008 onwards) connected via Facebook

TECHNOLOGIES APPLIED

  • Search Engine Optimization
  • Heuristic Evaluation
  • Usability Testing
  • Web Development
  • ASP.NET Programming