37% peak CTR
Outperformed education benchmarks (10–15%) and reinforced the value of precise timing and personalisation.
Case studies
Driving STEM scholarship engagement through data-led SMS
Summary
To increase applications for its STEM scholarship program, a leading bank engaged Reach to design and deliver a data-led marketing strategy. The initiative targeted Year 12 students interested in STEM courses, using precise audience segmentation and timed messaging to reach them at key decision moments.
The challenge
The campaign launched during a busy student period marked by early-entry deadlines, ATAR release and university offers. The goal was to cut through competing messages and connect with students most likely to pursue STEM pathways.
Reach developed a strategy to:
- identify and segment STEM-focused Year 12 students based on verified course preferences
- deliver personalised, measurable SMS communications
- drive applications, not just awareness.
The strategy
Reach used verified application and preference data to target students who had listed STEM courses at NSW universities. Each SMS featured first-name personalisation and institution-specific messaging that emphasised scholarship value and career-building opportunities.
To maximise relevance, the campaign was timed around two key decision points:
- Phase 1 – September: Early-bird awareness aligned with the Schools Recommendation Scheme (SRS), when over 22,700 students submitted applications.
- Phase 2 – Nov/Dec: Retargeting during ATAR release, when nearly 55,000 students had applied for undergraduate study through UAC.
This structure ensured the scholarship remained visible throughout the student decision cycle.
The results
350+ unique engagements
Within one week of launch, hundreds of students clicked through, showing strong interest and conversion intent.
Sustained engagement over two years
Consistent engagement across campaigns, validating a data-led strategy.
The finer details
Reach is a data-based marketing solution unique to the Australian market. With unparalleled insight into learner audiences, we specialise in connecting them with your recruitment and marketing goals.
Products used in this case study
- SMS powered by UAC audience data.
The impact
This data-led initiative demonstrated how precision targeting, personalisation, and timing can transform awareness campaigns into measurable conversions.
By combining data analytics with real-time audience insights, Reach helped a leading bank:
- deliver hyper-relevant messages to STEM-minded students,
- sustain industry-leading engagement rates, and
convert intent into scholarship applications through strategic, human-centred communication.
Get in touch today to see how we could help you reach your goals!