One of India’s leading educational engineering institutions that offer courses in emerging technology areas wanted to generate leads for their 6-month post-graduate diploma course in Business Analytics & Data Science. The course is targeted at working professionals and engineering students. Their PR and advertising efforts were not proving effective, and they wanted to test out digital marketing for the same.
Inception implemented the principles of Inbound marketing to create a 360-degree digital marketing and online advertising campaign:
(i) Targeted marketing communication and messages for every buyer persona
(ii) Optimized website for relevant keyword and created landing pages to collect leads.
(iii) PPC campaigns, remarketing and online ads for each for each buyer persona directed to specific landing pages
(iv) Social media content marketing to build awareness using content
(v) A customized, lead-nurturing plan to convert the leads to applications.
Over 7 weeks, the digital marketing campaign generated 1424 qualified leads, out of which 20 applicants (from a total batch size of 26 students) have been selected for the program after careful review by the management.
✓ 3X more leads compared to last year
✓ 1424 leads generated
✓ 20 seats filled up through digital activities
✓ Each seat filled is worth Rs.3 lakhs