IU International University of Applied Sciences
Founded on the idea of making relevant higher education accessible, IU is Germany's largest university and a pioneer of online learning. Here's how I helped them go from 70,000 to over 100,000 students in 12 months.
+100
k
Students — up from 70k
€100
M
Revenue increase in 12 months
300
%
More email conversions
The challenge
IU's fully accredited degrees prepare students for future-proof careers in AI, data science and entrepreneurship. And their IU Learn app enables study from anywhere, at any time.
Despite the broad appeal of their progammes, my analysis of audience demographics revealed why they had low enrolment: the copy just didn’t speak to the needs of working professionals looking to upgrade their careers.
Since working professionals make up the bulk of IU’s audience, a lot was being left on the table.
IU's ad content struggled
The solution
Being a newcomer in the education space means you can do what old-school players can’t — you can go beyond the trappings of classical education institutions.
So I created avatars for each segment and got specific with their pain points, fears and motivations. It’s how I uncovered IU’s most meaningful value propositions and a tone of voice that’s coherent with their disruptor brand image.
Then I applied it to most of IU's copy as I overhauled web pages, ads and entire email journeys.
The results
In just 12 months, my work laid the foundation for IU’s growth from 70,000 to over 100,000 students, generating over €100 million in revenue. Beyond increasing enrolment, I drove significant improvements across key areas:
300% Increase in Email Conversions: A refreshed CRM approach tripled lead conversions and re-engaged 27% of lost leads.
Enhanced User Experience and Web Traffic: Through optimised, conversion-driven copy and new page structures, I improved site flow and boosted engagement.
Consistent Ad Success: Crafted high-performing ad copy and campaigns that resonated with IU’s diverse audience on social media.
My role expanded beyond content into shaping IU’s overall marketing strategy and creative direction, uncovering the brand’s most compelling value propositions and aligning the tone with IU’s disruptor image. These initiatives set IU up for sustained growth and a stronger brand presence in the competitive education space.
