SELMA's AUS GTM
Launching New Zealand’s EdTech leader as an Australian challenger
Timeline
3 months
Client
Immerse x SELMA
Industry
SaaS / EdTech
Services
GTM Strategy, Content Creation, Paid Advertising (Meta)
Challenges
Being proven in NZ didn’t guarantee recognition in Australia, and the launch had to bridge that gap.
Unknown brand in a new market: A leader in NZ, but starting from zero awareness against established Australian competitors within the EdTech space.
Niche B2B audience: Making student management software engaging for RTOs and education providers on social media.
Complex product, simple message: Explaining a system that covers enrolments, compliance, finance, and CRM without overwhelming new audiences.
Localising a NZ brand: Adapting SELMA’s message for Australian providers, including local compliance needs like AVETMISS reporting.
Solutions
We designed and deployed a fully automated AI-driven workflow system tailored to their financial operations.
Challenger Positioning
Supported with the execution of GTM strategy covering organic social, Meta Ads, Linkedin Ads, and budget.
Set SELMA apart as an 'Education Operating System', moving beyond the traditional student management system category.
People-led content
Humanise the brand and build trust with new audiences
Turned team moments into high-engagement posts.
Launched the 'Why SELMA' testimonial series, featuring the team’s own voices.
Lo-fi trend formats
Adapted trending formats to introduce SELMA as a brand, not just for entertainment.
Created relatable moments for education providers
Produced in-house with the team, keeping content quick to produce and true to the brand.
Localised messaging
Tailored content to Australian providers, focusing on local needs (eg. AVETMISS reporting and RTO compliance)
Spoke the language of the Australian VET sector
Created niche educational content for specific audience segments (eg RTO, training providers, International education, and more)
Results
Paid campaigns on Facebook and Instagram expanded SELMA’s reach beyond its organic audience, targeting a defined audience set up within Meta’s platform. Lead generation was the primary focus, offering a low-commitment way for education providers to connect with SELMA and start meaningful conversations with the sales team. Booking a demo served as a secondary CTA for prospects already ready to see the product, giving the funnel an entry point at both stages.
78
Lead response
$26.81
CPL (Cost per lead)
1.75%
CTR (Click-through rate)
Within SELMA’s first three months of launch in Australia, organic social focused on building awareness and trust rather than chasing quick wins. Instead of using the same approach everywhere, each platform was given its own role. Together, they introduced SELMA to a new market and built an audience ready for the next stage of growth.
+367%
Facebook engagement
15,600+
Instagram reach
+214%
LinkedIn clicks
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