Client Overview
- Affiliation: Franchise of Miami Ad School, with locations in Atlanta, New York, Miami, and international cities including Berlin, Mexico, Madrid, Sydney
- Specialization: Providing comprehensive education in Art Direction, Design, and Copywriting
- Unique Selling Point (USP): Guaranteeing international internships for students
- Additional Programs: Offering bootcamp programs in various advertising and marketing subjects
- Campus Locations: Mumbai and Bengaluru with a quarterly intake of 20 students at each location.
Marketing Challenges
- Lack of brand visibility within the Indian demographic
- High cost per lead and low lead volume.
- Limited understanding of the student profile and admissions targeting.
- Absence of media budget and channel strategy for lead generation.
- Inefficient lead management processes.
- Over-reliance on a single channel, Google Ads, for leads.
Impact
- Complete absence of leads in the admissions pipeline
- Struggles to close leads effectively
- Operating with small batch sizes, resulting in financial losses per batch.
Strategic Initiatives
- Audience Research: Analyzed the profiles of current and past two years’ students to gain insights into their backgrounds and reasons for enrolling in specialized courses
- Three-Channel Targeting: Defined the roles of various media channels to drive traffic and leads. Restructured Google Ads and initiated advertising campaigns on Meta (formerly Facebook) and LinkedIn
- Budget Allocation and Expectations: Allocated advertising budgets based on platform objectives and goals for building Awareness, Trust, and Conversion
- Online Webinars: Conducted free webinars featuring faculty members to build trust and create an authentic database of potential students
- Performance Dashboards: Implemented daily, weekly, and monthly dashboards to closely monitor campaign performance. Utilized real-time insights for ongoing ad optimization.
Results
Improved Lead Flow: Ensured a consistent flow of leads in the admissions pipeline
Lead Closure: Successfully closed six leads within the first month, generating a revenue increase of 10x
Pipeline Development: Established a pipeline of 30 students willing to enroll in upcoming batches starting in October and January
Media Channel Expansion: Currently developing additional media channels and refining audience targeting strategies for future batches.
Currency INR | Before State | After State | Improvement |
Budget Spent | Rs. 300000 | Rs. 440000 | 25% |
Cost per Lead | Rs. 851 | Rs. 409 | 40% |
No of Leads | 269 | 2255 | 900% |
Qualified Leads | 40 | 150 | 300% |
Conversion | 2 | 6 | 200% |
Value Per Conversion | Rs. 8 lacs | Rs. 8 lacs | |
Total Conversion Value | Rs. 16 lacs | Rs. 48 lacs | |
Duration of Lead Generation | 6 months | 45 days |
