When people are choosing where to study, many no longer limit their horizons to their own country – studying abroad is exciting and opens up a path to new careers.
So when Europe's oldest business school wanted to attract internationally-minded young people from around the continent to study on its three-year Bachelor in Management (BSc) degree, a sponsored article on The Local's nine sites was the perfect choice.
“We wanted to do something on The Local because it is based in France but targets people who are not French. We are targeting multicultural students from all around the world,” says Britt Pettersen, marketing manager for ESCP's Bachelor in Management (BSc) on the Paris campus.
Benjamin Voyer, undergraduate academic director at ESCP Europe, who was interviewed for the article, said the article "was a way to deliver a message that was received by potential students in their home countries."
ESCP Europe was founded in Paris in 1819, and now also has campuses in London, Madrid, Berlin, Turin and Warsaw. The Bachelor in Management (BSc) combines elements of the liberal arts, mathematics and statistics.
Students on the three-year degree spend one year on each of three European campuses – but this year will be the first time that Bachelor's students will be able to study at the original Paris campus.
So how did The Local's readers respond to the article?
“It worked really well – lots of people read the article, then followed up by downloading the brochure and filling in the enquiry form,” says Britt Pettersen.
Britt worked with The Local's key account manager Nils Rosvall and journalist Solveig Rundqvist from The Local's Client Studio.
“Working with Nils was a really easy process. He has an international mindset and speaks several languages. The fact that he is used to working with people from all over the world means he really understood the kind of students we are attracting.”
“Solveig understood the programme really well. It was a good read and an article we can use for other purposes too.”
The success of the article was such that ESCP plans another article in October, in which The Local will interview new students about their experiences in Paris.
But why go for native content – a sponsored article – rather than more traditional advertising forms, like banners?
“An article allows you to say more. It helps people understand the programme better. Noa and Maximilian, who you interviewed, helped demonstrate what kind of students we have – people with a very multicultural mindset. It's easier to show in an article than a banner ad.”