Digital Marketing Case Study Of A Higher Education Brand
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TERMS TO KNOW
Target audience: A group of people who are relevant for your academic institution in terms of admission.
Lead: Contact information of a person who has shown interest in the institution.
Qualified lead: Person who has booked a call, online consultation, or physically visited institution.
Admissions Campaign For Concordia College Gujrat
Concordia College is a project of the Beacon House network (The largest educational network in Pakistan). This brief case study is regarding our digital marketing services for Concordia College Gujrat branch. They offer intermediate and undergraduate degree programs in Gujrat, Pakistan.
When we started, Concordia College Gujrat had almost negligible internet presence. Their primary source of admissions was cold calling, referrals, and offline advertising.
OUR SOLUTION:
First of all we identified the maximum attributes of their target audience and understood the combined decision process of parents and students regarding selection of college. Keeping in view their requirements, budget and goals; we provided them with following services:
- Meta Advertising (Facebook + Instagram)
- Google Ads
- Content marketing
- SMS & WhatsApp automation
- Chatbot For Social Media
The goal was to generate leads and initiate maximum conversations with the target audience; eventually maximizing the admissions. The majority of the audience from all platforms was diverted toward WhatsApp where these leads were qualified. The admissions officer of the college was in contact with us and used to call those qualified leads and convince them to visit the college. The leads that were not converted were remarketed a couple of times to maximize lead-conversion ratio.
Messages received on social media were instantly engaged by our advanced chatbots and then qualified by human interaction. Chatbots help to minimize the problem of less lead qualification on social media inboxes and better entertain the received messages. Hence, increases efficiency and saves time.
Analyzing the target audience data; we came up with top areas where the majority of our target audience was living. SMS Marketing was also executed in those areas.
Automated WhatsApp marketing was implemented to bulk engage the received leads from all sources and Concordia College Gujrat also utilized it for automating their internal notifications e.g. automatically sending exams-result to parents on WhatsApp with a few clicks.
Below are the screenshots of some results achieved
400+ messages received, 150k+ people reached on the internet – This eventually resulted into physical visits and admissions.
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