A prominent Engineering College in Telangana seeking to secure admissions through digital marketing for the first time. Despite the raging pandemic and the resultant uncertain grounds in the higher education sector, we aced the project delivering 200% of our promises.
Client | Vaagdevi Engineering College |
|---|---|
Services | Brand Awareness and Lead Generation. |
Performance Growth | 200% |
The Challenge
Vaagdevi Engineering College in Telangana had never done digital marketing to procure admissions before. So, when we were connected to them through a lead from the startup incubator T-Hub, we had to start from scratch. The task was to obtain maximum admissions amidst the pandemic, within 3 months during the admission season.
This was an unprecedented task for various reasons. This was the institution’s first attempt ever to solicit admissions through digital marketing. Further, being in the middle of the raging pandemic, the time was quite uncertain for the higher education sector, too, as was the case for other sectors, posing the challenge of being prepared to face much unknown strife
Results
With a well-curated strategy that accommodated a design that encouraged testing and reiteration whenever required throughout the various stages of the assignment, we were able to turn out a whopping success within the promised time. We delivered 200% of what we had committed to do. The college’s website traffic hiked by 150% owing to the effective targeted advertising. We were also able to cut down the cost per lead by more than 50% of what we had started out with, within three months. Further, our marketing pushed the Vaagdevi Engineering College to get unprecedented search volumes among the engineering colleges in Telangana, jumping from ninth to fourth in the search volume.
Our Proud numbers
How We Did It
As a client without prior history of soliciting admissions through digital marketing, Vaagdevi Engineering College posed as a fresh canvas for us to perform in. We planned a 360 degree demand generation strategy to secure admissions to the college during the heat of the pandemic.
Our first strategy was to form the ideal audience bucket. The target audience we curated consisted of individuals or users who consumed content related to not just engineering entrance exams, but the ones who were consuming board exam-related content as well in the recent past. We also filtered out an audience based on their search habits and targeted users searching for engineering entrance related contents and keywords. We also furthered our reach by targeting users who visited websites of engineering colleges.
Our marketing strategy made use of four channels: Google search, Google display, Facebook Ads and YouTube ads in sequence, of which the display ads and video campaigns helped enhance the reach most.
Another strategy we carried out was using multiple landing pages. We designed a primary landing page for all our target audience to reach at. From there, the audience was classified and filtered according to their streams of interest. Thereafter, a dedicated landing page was designed for each stream so as to remarket each course to its specific target audience.
Consequently, a spike was observed in Google trends within 3 months through Search volume tracking, with an impressive leap from 9th rank to 4th. The immense success of the online marketing campaign resulted in a stellar admission rate to the institution that made our client content enough to tie up with us in future academic years, too.
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