How The Local helped this business school reach smart young global citizens

When a leading European business school wanted to raise awareness of its new pan-European course, The Local delivered.

How The Local helped this business school reach smart young global citizens
Photo: ESCP

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.”

READ MORE: ‘Become who you want to be': one degree, three 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.

READ MORE: Why advertising on The Local really paid off for this startup 

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.”

To find out more about advertising on The Local, email key account manager Nils Rosvall ([email protected]) or another member of our team, or call +46 8 656 5019.

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What The Local’s new design means for you

You may have noticed that The Local looks quite different today. Here’s how our new design makes it easier to get around the site.

What The Local’s new design means for you

After several years with the same design we decided last year that it was high time to give the site a makeover. For one thing we wanted it to look nicer, but most importantly the new design is aimed at making it quicker and easier for you to find what you need without hassle.

You will notice, for example, that the site has a new menu bar that will direct you to the most popular categories. The example below is taken from our France edition but you will find variations on the same menu items on all our country sites. 

You won’t be surprised to learn that we are hoping to retire the Covid-19 category as soon as possible. 

On the desktop version of the site, if you hover your mouse over a category title you will find some of the most important related topics. 

If you click on one of the main categories in the menu bar you will find links to what are currently the most popular related topics. 

On the homepage, each article’s main topic will be displayed above the headline so you can quickly click or tap your way to more articles on that subject. 

You will also find more topics at the bottom of every page that will take you to related articles. 

One significant change is the introduction of a feature that will automatically load up a new article for you once you have got to bottom of the page.

Similarly, articles (like this one) that are not affected by the paywall will show an unlocked padlock. 

If you want to search for a particular topic the search tool is prominently displayed at the top left of the desktop and mobile sites. On desktop it’s just under the dropdown menu you can use to switch editions. 

As a members of The Local you will be able to quickly access your account details and update your newsletter preferences using the buttons in the top right. 

If you are not yet a member you can cast your eyes to the top of the site to see offers that are such good value you will wonder what you’re waiting for. Now really is as good a time as any to join. 

READ ALSO: How The Local’s members are helping us get better

We have also worked hard on significantly speeding up the site, which we hope will make your visits to The Local more enjoyable. 

You are sure to notice plenty of other changes as you get familiar with the new design. But one thing that hasn’t changed is our commitment to producing independent journalism that leans heavily on dialogue with our readers. 

With this in mind, we would love to hear from you if you have any feedback on the new design or suggestions for improvements. You can drop us a line at [email protected] or, if you are a member, you will as always be able to let us know what you think in the comments below the article. 

Thanks for reading, and we hope you like the new look!