Admissions and Counselling Workshop

The Client – The aim of the client is to help students become well-rounded individuals who can think critically about issues from multiple perspectives, communicate effectively and become leaders with a commitment to public service. Their education carries a strong emphasis on foundational knowledge, thorough academic research based on rigorous pedagogy, and hands-on experience with real-world challenges. The 1400 students on campus, drawn from over 28 states and 98 cities in India as well as 17 other countries, receive a world-class interdisciplinary education through undergraduate and post-graduate programmes led by internationally renowned faculty.

Task at hand –
1. To bring in more admissions
Using the USPs of the client’s offerings, our aim was to achieve maximum number of admissions. The B2C target audiences included
— SAT takers
— Students preparing for the IIT/NIT
— Students who liked the competitor’s Facebook page
2. To encourage schools to invite Client for counselling workshop
Our aim was to bring maximum number of form fill-ups from schools . The target B2B audience included:
— Trustee
— Vice Principal and Principal
— Academic Counsellor
— Head of School
— Student Counsellor
— Board Member
— Academic Director
— Director of Admission

Online Ad Campaign –
We were tasked to run ad campaigns on three platforms i.e. Google, LinkedIn and Facebook.
— The aim was to increase the admissions in UG courses and other was to bring out more form fill-ups from schools in order to conduct the counselling workshop.
— Total budget for LinkedIn and Facebook Ad campaigns.

Challenges –
While creating and executing the online ad campaign we came across several challenges:
— Understanding the market voice and audience behaviour
— Creating content that would appeal to the target audience and aligning the USPs as well.
— Creating attention grabbing visual media for the ad campaign that streamlines with client’s area of business
— Targeting specific audience according to demographics
— Refining ad copies and targeted audience to maximize conversions at different stages of the campaign
— Landing page suggestions to the original design offered by the client
— Limited time to work on the campaign
— Not able to track the conversions specific to the platform due to third-party platform

Facebook and LinkedIn Ad Campaign –
— A/B testing for creative and ad groups
— Budget optimizations
— Target optimizations
— Target audience was regularly optimized and custom audience selection was also used
— Frequency based optimization