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“Bright futures in the making.” — Multichannel Performance Marketing for FH Salzburg
Practice-oriented studies, directly connected to industry – that’s FH Salzburg. With targeted performance marketing, these strengths were made visible and turned into action: new students reached, applications increased.
Challenge & Outcome
Engaged and activated –
Applications increased by 20 %
In an increasingly competitive education market, FH Salzburg needed to strengthen its profile as a reliable and future-focused academic partner. The goal: to reach prospective students at key moments of their decision-making journey – and turn that into measurable applications.
Together with the team from University Communications & Marketing, a powerful mix of proven formats and multichannel performance marketing was developed. The result: 535 tracked applications within four months – 23 % of them international.
Few other projects combined such structural variety with this level of focus. Seven paid channels, over 100 creatives, supported by SEO measures, automated WhatsApp flows and dedicated landing pages. Every element was aligned – making it possible to reach prospective students right where they search, decide and connect.
Brand Analysis & Evolution
A claim that resonates
The FH Salzburg brand was sharpened for digital – with a claim developed by pixelart® that provides clarity: “Bright futures in the making.” A brand perception study confirmed its relevance and recognition within the education sector.
Digital & Beyond
A design system that scales
Built modularly and designed for flexibility: the new design system forms the visual foundation for all campaign assets – across digital, print and out-of-home. Supplemented by AI-generated key visuals, developed in line with a clear art direction, the imagery adds consistency and reach.
visibility & reach
Seven paid channels,
each with a clear role
Meta was the strongest channel – with broad reach and clearly measurable conversions. LinkedIn targeted prospective master’s students in a professional context. TikTok engaged a younger audience with high dwell time. YouTube, Reddit and Spotify provided additional impulses in push communication. Google Search Ads and SEO ensured visibility at key moments in the research process.
From Info to Interaction
Study information straight to their phone
WhatsApp was used as a direct communication channel – with automated flows that shared relevant content, like the Open House Day program. Push newsletters added timely updates on deadlines and feedback – quick, direct, and without detours.
The collaboration was highly professional and collaborative. We had complex requirements for our prospective student campaign. pixelart® not only supported us in areas like design, tracking and campaign rollout, but delivered impactful performance campaigns that generated valuable leads. We especially appreciated their proactive strategic guidance – and look forward to more to come.
Smart Data, Clear Action
Knowing what works
A customized Looker Studio dashboard combined all relevant analytics and paid media data – clearly structured by department and accessible in real time. This made campaign performance transparent, comparable and actionable.
Your Contacts
Book your performance check
Curious about how your campaign is really performing? Let’s take a look at journeys, messages and channels together – and identify where there’s room to grow. No costs. No strings attached.
Alexander Walterskirchen
Daniela Vergud
![[Translate to English:] Daniela Vergud, Growth Managerin](https://img.pixelart.at/w_1060,q_80,f_inside,cx_0,cy_0,cw_1535,ch_1023,v_020e531a9c/fileadmin/people/people_update_2023/d_vergund.jpg "[Translate to English:] Daniela Vergud")
Smart Answers, Real Impact
Why is a brand analysis useful before launching a campaign?
Because brand impact is a key success factor for performance. Only when the brand is clearly positioned can creatives, messages and channels align to support it effectively. A brand analysis at the outset builds the foundation for recognition, differentiation and consistent impact – and, if needed, creates space for further development through a targeted brand evolution.
How do I identify the right marketing channels for my goals?
Not every channel suits every audience or offering. That’s why we analyze digital platforms and touchpoints based on where target groups are active and which messages perform best in those spaces. Market and performance data serve as the foundation – helping to allocate budgets efficiently and reduce waste through data-driven decisions.
Which channels do you use for paid media campaigns?
At pixelart®, we work with paid media channels across the entire customer journey to reach audiences effectively and precisely. Our portfolio includes SEA (Google Ads, Bing Ads), Meta (Facebook/Instagram), LinkedIn, TikTok, YouTube, display advertising, Demand Gen and Performance Max campaigns, Pinterest, Reddit, Spotify and Snapchat.
What role do tracking and dashboards play in campaign optimization?
A robust tracking setup is essential for making data-informed decisions. It allows us to accurately monitor not only website activity, but also campaign performance and conversions – and to optimize based on real results. Dashboards add value by consolidating data from all relevant channels and activities into one clear, central view. This reveals cross-channel effects and trends, supports better decisions and enables comprehensive marketing optimization.
Are AI-generated visuals a replacement for real content?
No – but they’re a powerful complement. Especially for eye-catching key visuals or new imagery, AI offers huge creative potential: fast, scalable and visually bold. What matters is using them in the right context. AI-generated visuals aren’t about “either/or” – they add value where conventional approaches reach their limits and open up new creative possibilities alongside real content.
