Case studies – RSM




  • Independent business school, operating as part of Erasmus University Rotterdam.
  • One of the highest ranked business schools in Europe (7th by Financial Times).
  • Offers English language, postgraduate programmes, including MBA and Executive Education.
  • Reason for a campaign targeting expats: reaching out to an internationally minded audience with a need for and means to afford an MBA programme, but not targeted through local media campaigns.
  • A satisfied client of Expatica since its foundation, 10 years ago.

Aim of the Campaign

  • Promotion to expat corporate executives relocating abroad on a job assignment.
  • Reaching out to expat spouses. They often dedicate the time abroad to strengthening their qualifications, so that they are more competitive on the job market after returning home.
  • Promotion to HR professionals dealing with expatriates. HR Managers usually decide about executive education and other training for employees.


  • Utilising Expat Ad Network to advertise on multiple sites with a single vendor.
  • Display advertising for strengthening the brand awareness and perception.
  • Driving potential students to open days and other events by intensifying the campaign in certain periods.
  • Promoting diversity in classrooms.
  • Multi-channel approach: online, in print and events.


  • High quality prospective students.
  • Increased traffic to the site.
  • Positioning of RSM as one of the most international and innovative business schools.
  • The CTRs obtained with Expatica above benchmarks.



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Expatica Communications B.V.

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2011 VH, Haarlem, The Netherlands

Phone: +31 23 512 8940