Case Study on Innovative Lead Generation for Education sector
Indian Institute of Management (IIM) Kashipur partnered with The Railway Academy, well-known for being a pioneer in rail transportation education, to offer a specialised course aimed at upskilling managers in the railway industry. The new course was designed as an executive program for railway management professionals. It differed from the previously offered courses in terms of the course content, seniority of audience and its hybrid framework. Recognising the distinctive nature of the new course and the need to reach a specific target audience, groSamriddhi was brought in for a lead generation project.
500+
Leads in 45 days
20%
Leads to SQL
40%
SQL to Sales
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Meet the Client
One of the newer IIM brands – IIM Kashipur has quickly established itself for the quality of education and strength of faculty it provides. The Railway Academy is a renowned institution dedicated to excellence in rail transportation education. The academy offers cost-effective courses covering various aspects of rail transportation, including engineering, operations, management, safety, and technology. These courses cater to different skill levels, from introductory programs for beginners to advanced courses for industry professionals seeking further specialisation.
What Made this Case Study Unique
The Challenge
Limited Awareness
One primary challenge was creating awareness and generating interest among the specialised target audience about the unique value proposition of this new course.
Identifying and targeting the right audience
The niche nature of the programme necessitated understanding the nuanced needs and interests of potential learners. Identifying the right keywords and channels, demographics, and interests for effective targeting demanded continuous refinement and adaptation.
Changing market dynamics
Lastly, aligning marketing efforts with the changing dynamics of the education landscape, including hybrid learning format, was a challenge. The course by IIM Kashipur had to adapt its marketing approach to cater to the evolving preferences and expectations of potential students in the digital age.
Generate leads efficiently using Performance Marketing
The Journey
groSamriddhi’s Performance Marketing solution was configured to meet the client’s vision
And it Delivered! Learn How
SEO Improvements
There was a need for comprehensive SEO improvements, focusing on both on-page and technical aspects. The on-page enhancements involved refining content, meta tags, and schema to ensure that the website effectively communicated its relevance to search engines. Simultaneously, technical SEO improvements ensured proper indexing
Marketing Collateral
The idea was to leverage creatives strategically to cover specific aspects of the user journey. The groSamriddhi team created captivating creatives, including ads, social media campaigns, email marketing, etc. to overcome specific conversion related barriers
Cross Channel Synchronisation
To create awareness and organic leads, we integrated various marketing channels, including digital marketing, industry-specific publications, social media, and direct outreach. We effectively combined paid ads, organic outreach, emails, and WhatsApp to boost the course’s visibility and engagement. This was necessary to ensure consistent messaging and increase the chances of reaching the target audience through multiple touchpoints
What We Did
The Solution
Process Optimisation
It was imperative to streamline the customer journey through creating a more efficient and user-friendly pathway for customers. groSamriddhi pulled and analysed data from different sources to identify inefficiencies and used these to optimise the user experience. By tracking key performance metrics, such as conversion rates, website traffic, and engagement rates, we were able to avoid leakage of good leads.
Continuous Improvement
groSamriddhi also improved elements in the conversion process, making micro-conversions more efficient. For example, when a user viewed a promotional or educational video, it indicated active engagement and interest, which was subsequently capitalised upon. This focus on smaller user actions indicated a user’s progress towards profitable action, which led to a better overall conversion rate for the academy.
Focus on high RoAS
The aim was to optimise ad campaigns, target the right audience and platforms, and refine the messaging to maximise the RoAS. By closely monitoring key metrics such as cost-per-acquisition (CPA), conversion rates, and engagement levels, we were able to incrementally and continuously optimise creatives, content and targeting to achieve targeted outcomes.