LinkedIn campaign for the launch of a new program (Certificate in Islamic Finance) Client: Kogod School of Business - American University

1. #IslamicFinanceAtKSB Campaign Strategy Onyeka Alvaro Egonu

2. Islamic finance is an alternative to conventional finance based on the principles of Sharia law, which forbids the charging of
interest. To avoid interest, Islamic financial institutions offer investments in the form of leasing, profit/risk sharing,
installment plans, joint ventures and sukuk (Islamic bonds). Investors may only invest in projects that will have tangible
results, since making money merely from money is not allowed, and fund providers share in their investment’s success or
failure.
The Islamic Finance Graduate Certificate program offered by the Kogod School of Business, is designed for students who seek
to enter the field of Islamic finance. Islamic finance is being used around the world to fund environmental sustainability
projects, housing, businesses, start-ups, and infrastructure. For a period of three months, the Kogod School of Business will
promote the #IslamicFinanceAtKSB campaign to a targeted audience through LinkedIn Display Ads and Sponsored InMails.
Objectives Key Results
Increase awareness about the Islamic Finance
certificate program among prospective students
interested in Islamic finance
Increase open rate for sponsored InMails by 40%
and conversion rate for requests for more
information by 50% at the end of campaign.
Increase brand engagement and boost paid content
by $50 per post to reach targeted audience.
Increase engagement rate with sponsored updates
by 45% at the end of campaign.
Overview

3. 3 months
Network. Learn from renowned guest speakers who are experts in the field.
Gain real-world knowledge. Promote climate-resilient growth in different nations through the use of green sukuk (Islamic bonds
for environmental projects).
Innovation and Islamic finance. Learn how Islamic finance integrates with the latest financial and technological innovations,
such as cryptocurrency and blockchain.
Strategy
Business professionals
#IslamicFinanceAtKSB
$5,000

4. Campaign Buyer’s
Journey
Objective Social Media Strategy Social Activity Social KPI’s Kogod Business School
Impact
AWARNESS Create Awareness Expose target audience
to campaign brand
content via sponsored
update & InMail
Sponsored
updates /InMails
(paid boosts)
Impressions and
reach
Share of voice and top of
mind awareness
CONSIDERATION Generate demand Generate engagement of
target audience with
campaign brand content
Brand posts and
responses via
engagement
# of engagements,
likes, shares
reactions and
comments
Visitors/traffic
DECISION Drive conversion Drive target audience to
campaign brand
Sponsored
updates /InMails
Link clicks Conversions (lead
enquires or fill out
applications online)
ADOPTION Delight prospective
students
Drive engagement with
key graduate certificate
offers
Questions and
responses
(positive) earned
mentions
Sentiment and
satisfaction
ADVOCACY Inspire enrolled
students to speak on
behalf of the
program
Activate student
influencers
Brand posts,
outreach to
student
influencers and
reshares
Earned impressions,
earned reach and
social user generated
content
Referrals, Influencer
activity and positive
word of mouth.
Certificate in Islamic Finance Buyer’s Journey

5. Promoting insightful business content on LinkedIn gives prospective students a taste of Kogod business school -- resulting in increased leads, awareness, and
enthusiasm for the program
Why LinkedIn?
• A single, seamless solution for precision targeting and innovative lead capture
• Proactive account team working with Kogod School of business admission team to understand their needs and particular target audience
• A credible environment for targeting future business leaders in finance
• LinkedIn gives clear visibility into the impact of your programs at every stage of the program.
American University of Washington’s Kogod School of Business will utilize its profile among potential graduate students interested in Islamic finance with LinkedIn
Display Ads and Sponsored InMails – all carefully targeted to LinkedIn members by interest, language, region, job title, field of study and undergraduate degrees. The
campaign will not only attract new enrollees for the school’s graduate certificate program in Islamic finance, but also generated high interest and engagement among
professionals considering future graduate-level education
Challenge
• Raise overall awareness and understanding of Kogod’s Certificate in Islamic Finance Program
• Target prospective participants and gain leads for the Islamic finance program
• Communicate value of program to drive qualified leads
• Increase attendance at Islamic Finance program webinars
Solution
• Sponsored InMails delivers details about the Islamic finance program innovative approach.
• Clicks on Display Ads and Sponsored InMails lead to landing page to request information
• Organic and paid content strategy targeting professionals by title, company, and seniority
• InMails drive attendance for information sessions on degree programs

6. Sample Content Message - Sponsored InMail targeted at prospects to promote the certificate in Islamic Finance
Accelerate your career and prepare for a leadership role in Islamic Banking
Kogod’s graduate certificate in Islamic finance is the first of its kind in the US.
The Islamic finance program attracts a wide variety of students who are eager to learn an alternative way of doing business, from creating community-minded, sustainable
development to avoiding predatory lending and promoting inclusive growth. In 2017, total worldwide Islamic finance assets were estimated at $2 trillion. By 2021, they are
expected to grow to $3.5 trillion. In the US, banks like Standard Chartered and JP Morgan—alongside several smaller banking institutions—are already offering Islamic
personal and business banking services.
Students graduating from the certificate program are positioned to be at the forefront of Islamic finance’s growth in the US and around the world. From infrastructure
development to climate-friendly investments to cryptocurrency, Islamic finance’s inherent innovation invites further exploring. Many students see Islamic finance gaining
traction in the world economy and want to make sure they’re prepared to be a part of this growing global branch of finance. For them, the certificate opens up a world of
career prospects.
Learn more about the graduate certificate in Islamic finance from the Kogod School of Business.
Sincerely
John Bosh, Director of the Islamic Finance program
Sample Content Message - Sponsored Update
Behind every decision to pursue a graduate certificate in Islamic finance , there’s a reason. For you, it’s a desire to see Islamic finance as an avenue for
positive societal change and learn an alternative way of doing business. Learn more at: https://www.american.edu/kogod/news/islamic-finance-a-
centuries-old-approach-providing-modern-solutions.cfm

7. The following social media KPIs set out below are based on our objectives of the #IslamicFinanceAtKSB campaign;
Sponsored Messaging Metrics
Sponsored Messaging metrics provides details about how different click actions have influenced the performance of the #IslamicFinanceAtKSB campaign.
• Sends: Number of times InMail was sent
• Opens: Number of times your InMail was opened
• Clicks (Sponsored InMail): Clicks on InMail CTA button, body hyperlinks, and desktop banner
• Button Clicks: Number of clicks on your call-to-action button
• Banner Clicks: Number of clicks on your 300x250 banner
• Link Clicks: Number of clicks on any hyperlinks in your message body
• Open Rate: Total opens divided by total sends
Engagement Metrics
Engagement metrics provides details about how different social actions have added to the performance of the #IslamicFinanceAtKSB campaign.
• Reactions: Number of positive reactions your ad received
• Comments: Number of comments your ad received
• Shares: Number of times your ad was shared
• Follows: Number of additional clicks to follow your LinkedIn Page
Conversions and Lead Metrics
Conversions and lead metrics provides details about how clicks and impressions resulted in conversions along with the performance of Lead Gen forms in the
#IslamicFinanceAtKSB campaign.
• Conversions: The total number of times people took a desired action after clicking on or seeing your ad
• Click Conversions: Clicks on your ad(s) that led to a conversion
• View Conversions: Impressions on your ad(s) that led to a conversion
Key Performance Indicators

8. Insights and Reporting
The sample snapshot provide an insight on how the #IslamicFinanceAtKSB campaign will be reported during the specific period.

9. THANK YOU