Digital Marketing
The Client
The client is a 21st Century Technology University that envisions to pioneer the transformation of engineering education and research in India. Coming up in 2021, They aim to bring-forth problem-solvers and fearless leaders who can leverage technology to create transformational impact on a global scale.
The founding group comprises 40+ reputed entrepreneurs, business leaders, and companies across five countries. While the academic advisory board has eminent academic leaders from UC Berkeley, University of Michigan, edX, Purdue University, Harvard Business School, BITS Pilani, IIT Delhi, and Princeton University.
Fellowship Offered By the Client –
Commencing from August 2019, the Offered Fellowship is a one-year, fully residential post- graduate program to nurture innovative and entrepreneurial leaders who can design ethical and scalable tech-centric solutions and also inspire and drive impact. Its curriculum has been designed by a committee of academicians and cutting-edge AI and ML practitioners and researchers.
The fellowship is designed to link Artificial Intelligence (AI) and Machine Learning (ML) with real-world application, leadership, and mentorship. It has four main pillars: Data-X coursework, Real-world projects, Guest sessions by domain experts, business leaders, and entrepreneurs, and leadership and mentorship.
Digital Media Marketing –
We were tasked to create the online presence of Plaksha University with Plaksha Tech Leaders Fellowship at the centre. The aim was to acquire a strength of 60 students for the Plaksha Tech Leaders Fellowship. We divided the task in following two categories:
— Social Media Management
— Online Ads
Social Media Management –
We picked Facebook, Twitter, and LinkedIn as our go to social media platforms for Plaksha. Our scope of work included:
— Establishing the brand and making it desirable among the audience
— Analysing competition and social auditing
— Prepare monthly social media calendar with original posts
— Decide the frequency of posts on different platforms
— Regular posts on all platforms
— Create specific target audience
— Content calendar made at the start of a month
— Content format – text, graphic, infographic, GIFs, and other visually rich media
— Online engagement campaigns per month
— Manage communication on engagement campaigns
Challenges –
— Understanding the market voice and audience behaviour
— Creating content that would appeal to both students and professionals potentially interested in fellowship programs
— Finalizing a content strategy and calendar
Online Ad Campaign –
We used social media platforms as well as Google to run ad campaigns for the client. Our scope of work included:
— Create specific target audience
— Collaborate to finalize the first set of targeting on each ad platform
— Create strategy of promotions based on target audience insights, industry seasonality, and other briefs shared by the client
— Research on industry metrics of target audience
— A/B testing with ad copies, ad formats, ad texts, and targeting to understand what is working better
— Manage ad analytics to measure attribution to the marketing activities and in-depth analysis
Challenges –
While creating and executing the online ad strategy we came across several challenges:
— Understanding the market voice and audience behaviour
— Creating attention grabbing visual media for the ad campaign that streamlines with client’s area of business
— Creating ad copies that would appeal to students and professionals potentially interested in fellowship programs
— Targeting specific audience groups according to demographics
— Refining ad copies and targeted audience to maximize the reach
— Optimizing targets to reduce cost of lead acquisition and online sales and improve ROI
Result –
— In our final stage of Ad Campaign we successfully reached an engagement of 31,843 clicks
— The number of clicks recorded were 31 on Google, 1092 on LinkedIn, and 30720 on Facebook
— Out of the total engagement, our Ad campaign strategies led to a total of 2108 conversions
— We had 2 conversions from Google, 1606 from Facebook, and 500 from LinkedIn
